Factors Influencing Buyers’ Repurchase Intention for OTOP Products through the E-commerce Marketplace in Thailand
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Abstract
The objectives of this research were to study factors influencing buyers’ repurchase intentions of the e-commerce marketplace in Thailand. The samples were the 400 post-purchase customers towards OTOP products on public e-commerce marketplace in Thailand. The instrument used for data collection was a questionnaire. The statistics of data analysis were frequency, percentage, mean, standard deviation and multiple regression. The results revealed that 1) marketing mix consist of product, place, promotion influencing buyer’s satisfaction, 2) efficiency, reliability, privacy dimensions of service quality influenced buyer’s satisfaction, 3) buyer’s satisfaction influencing buyer’s repurchase intention at statistical significance of 0.05.
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