Confirmatory Factor Analysis of Repurchase Intention during Online Shopping Festivals in Thailand
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Abstract
This study aims to 1) develop a confirmatory structure of repurchase intention in online shopping festivals in Thailand, and 2) investigate the fit of the confirmatory structure of repurchase intention in online shopping festivals in Thailand. The research employed a quantitative approach using confirmatory factor analysis (CFA) as the analytical framework. The research setting was Thailand, and the sample consisted of 340 experienced online shopping festival participants with at least six months of online shopping experience within Thailand. Data were collected using an online questionnaire.
The findings reveal that the repurchase intention in online shopping festivals in Thailand comprises four dimensions: 1) corporate social responsibility communication (CSRC), 2) perceived quality (PQ), 3) brand loyalty (BL), and 4) repurchase intention (RI). The results demonstrate a statistically significant fit between the proposed model and the empirical data at the .01 level for all indicators.
These findings serve as a foundation for researchers and practitioners to further develop marketing strategies in the dimensions of corporate social responsibility communication, building brand quality perception, fostering brand loyalty, and driving repurchase behavior in online shopping festivals in Thailand.
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