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I. INTRODUCTION
Expansion of infrastructure, smartphone usage trend, and
growth of internet user are key drivers to growth of
e-commerce in Thailand. Thai government has supported
entrepreneurs to operate in electronic commerce (e-commerce)
because it can make lower cost, reach targets worldwide, and
respond customers rapidly.
In Thailand, most of e-commerce is B2C e-commerce
which has 75.2 percent proportion. In 2012 it had turnover
about 99,706 M.THB which was more than 2011 and 2010
17.87 percent and 47.10 percent respectively. It is shown that
e-commerce in Thailand increases continually. When
comparing with other countries in Asia; e.g. Japan, Singapore,
or South Korea, however, Thailand had lower than in
transaction value [1]. National Statistical Office points that the
critical problem and threat of e-Commerce in Thailand are
consumers lack of certitude and trust. Therefore, consumers
buy goods and services on the Internet only 4.5 percent of
Internet users [2].
2014 6th International Conference on Information Technology and Electrical Engineering (ICITEE), Yogyakarta, Indonesia
these
to the
to the
to the
2014 6th International Conference on Information Technology and Electrical Engineering (ICITEE), Yogyakarta, Indonesia
F. Repurchase intention
Cyr, Kindra, and Dash suggested that e-loyalty was defined
as the loyalty intended and planned by the electronics service
users to make the decision of buying goods and services from
the website in the future [31]. Many previous studies indicated
the customer loyalty and repeated purchases are key
determinants of B2C e-commerce survival, competitive
advantage, and the long-term success [6], [32], [33], [34].
III. RESEARCH METHODS
A. Data collection and analysis
To validate research conceptual framework, a survey
research with quantitative approach which was collected by
questionnaires was used for this study. The survey targeted a
sample of 384 Bangkok people who were used to buy goods
and services on the Internet with convenience sampling. The
questionnaire was divided into 3 parts: (1) general data of
respondents, (2) factors influencing to repurchase intention of
customers in B2C e-commerce, and (3) repurchase intention of
customers in B2C e-commerce. The questions in part 2 and 3
were 5-level in Likerts Scale from strongly disagree to
strongly agree.
IV. EMPIRICAL ANALYSIS
A. Relaibility
Firstly, reliability analysis was conducted by 30 samples
test and 384 samples research with Cronbachs Alpha. It was
found that Cronbachs Alpha range from 0.78 to 0.89 and 0.72
to 0.87 respectively, which more than 0.70 suggested by
Nunnally [35].
B. Demographic analysis
Results of the demographic were analyzed by SPSS 22. It
was indicated gender was relatively equally represented, with
female (58.1%) and male (41.9). The largest age group was 21
30 years old (41.4%), followed by 31 40 years old (35.7%),
41 50 years old (11.2%), and less than 20 years old (6.2%).
The most of respondents graduating in bachelor degree
(63.0%) and working at private company officer (55.57%). The
largest are group was average monthly income of respondents
was relatively equally represented, with 20,001 30,000 THB
(29.4%) and 10,000 20,000 THB (25.3%).
Most respondents had experience in online shopping 3 5
years (36.7%), visited shopping website 1 5 times per month
(45.8%), visited shopping website 1 3 hours per time
(46.4%), like to buy fashion, clothes, jewelry, and accessories
(55.5%), and used credit card as payment method (49.0%).
2014 6th International Conference on Information Technology and Electrical Engineering (ICITEE), Yogyakarta, Indonesia
TABLE I.
Construct
RELAIABILITY CONTRUCTS
Items
System quality
Information quality
Service quality
Customer trust
Utilitarian shopping value
Hedonic shopping value
Customer satisfaction
Repurchase intention
SYSQ1
SYSQ2
SYSQ3
SYSQ4
INFQ1
INFQ2
INFQ3
SERQ1
SERQ2
SERQ3
TRUST1
TRUST2
TRUST3
UTIL1
UTIL2
UTIL3
HEDO1
HEDO2
HEDO3
SATIS1
SATIS2
SATIS3
SATIS4
REP1
REP2
REP3
Factor
Loading
0.55
0.78
0.88
0.84
0.76
0.88
0.71
0.74
0.81
0.75
0.73
0.79
0.78
0.80
0.77
0.74
0.72
0.81
0.85
0.64
0.70
0.69
0.78
0.78
0.88
0.78
TABLE III.
CR
AVE
0.89
0.60
0.81
0.62
0.80
0.80
0.59
0.78
0.59
0.83
0.63
0.81
0.50
AGFI
CFI
RMSEA
1.521
0.923
0.903
0.967
0.037
Customer
Trust
Information
quality
.357***
.270***
.195**
Utilitarian
shopping value
.199***
Customer
satisfaction
.188**
Service quality
.168**
Hedonic
shopping value
.428***
.431***
.130*
Repurchase
intention
.175*
* Significant at p < 0.05 / ** Significant at p < 0.01 / *** Significant at P < 0.001
0.83
0.66
Value
GFI
.344***
Chi-square
/df
451.940
/ 280
.255***
x2/df
.595***
0.59
C. Measurement model
The first of stage of SEM was measured validity and
reliability of each construct by confirmatory factory analysis
(CFA). Hair, Black, Babin, and Anderson suggested that factor
loading greater than 0.50 was considered very significant,
composite reliability (CR) greater than 0.60, and average
variance extracted (AVE) greater than 0.50 was used to
measure validity [36].
Index
Value
Chi-square
/df
421.429
/ 277
System quality
TABLE II.
Index
x2/df
GFI
AGFI
CFI
RMSEA
1.614
0.916
0.895
0.961
0.040
2014 6th International Conference on Information Technology and Electrical Engineering (ICITEE), Yogyakarta, Indonesia
TABLE IV.
Path Relationship
H1: SYSQ UTIL
H2: SYSQ HEDO
H3: SYSQ TRUST
H4: INFQ UTIL
H5: INFQ HEDO
H6: INFQ TRUST
H7: SERQ UTIL
H8: SERQ HEDO
H9: SERQ TRUST
H10: TRUST SATIS
H11: TRUST REP
H12: UTIL SATIS
H13: UTIL REP
H14: HEDO SATIS
H15: HEDO REP
H16: SATIS REP
HYPOTHESES TESTING
Standardized
estimate
0.049
0.595
0.255
0.270
-0.003
0.357
0.344
0.168
0.188
0.195
0.428
0.199
0.431
0.175
-0.063
0.130
T
value
0.943
9.173
4.540
4.440
-0.057
6.055
5.558
2.904
3.084
3.120
6.273
3.393
5.428
2.565
-1.103
2.145
P value
Results
0.345
0.000***
0.000***
0.000***
0.945
0.000***
0.000***
0.004**
0.002**
0.002**
0.000***
0.000***
0.000***
0.010*
0.270
0.032*
Reject
Support
Support
Support
Reject
Support
Support
Support
Support
Support
Support
Support
Support
Support
Reject
Support
REFERENCES
[1]
2014 6th International Conference on Information Technology and Electrical Engineering (ICITEE), Yogyakarta, Indonesia