The Relationship of Digital Post-Purchase Brand Touchpoints on Relationship Quality and Self-Brand Connection in the Context of Repurchase of an Automobile
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บทคัดย่อ
The purpose to investigate the effect of dimensions of digital post-purchase touchpoints on the relationship quality and the self-brand connection within the repurchase of the automobile. Survey research with a structured questionnaire was used for collection. The target population was all current users of the medium segment of a passenger car in Thailand. The sample of this study was male and female, age 18-60 years old, living in Bangkok and its vicinities who bought Toyota Camry or Honda Accord between 2014 and 2018. Factor analysis was used to classify digital post-purchase touchpoints into dimensions. SEM was used to test the relationship between types of digital post-purchase touchpoints and relationship quality, as well as self-brand connection. The rotated solution yielded 3 interpretable factors which includes information-based, interaction-based, and service-based digital post-purchase touchpoints. Structural equation modelling (SEM) indicated that the model was a good fit to data. The predictor were able to account for 15% of the variance in relationship quality, whereas it accounts for 8.5% of the variance in self-brand connection. Interaction-based and service-based digital post-purchase touchpoints have effects on relationship quality and self-brand connection. However, information-based digital post-purchase touchpoints didn't have a direct effect on relationship quality and self-brand connection.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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