Factors that Affect Repurchase Intention for Herbal Supplements from Online

Abstract

The purpose of this research was 1) the study general condition of consumer who has purchased herbal supplements products online, and 2) the study factors that affect their intention to repurchase herbal supplements products through online. There were totally 385 samples. Research tools were questionnaires and interviews. Statistics used in the research including: percentage, average, standard deviation, frequency distribution and multiple regression analysis. The results of study showed as following details. :

            1) The general condition of consumer who has purchased herbal supplements products online, most of them are females, aged between 18 to 28 years, they are single, graduating Bachelor’s degree, working as employees of private companies and earning income at 15,000-30,000 Baht a month.

           2) The results of factors that affect repurchase intention for herbal supplements from online was found (1) overall reliability of brand image has an average score at the highest level. ( = 4.43, S.D. = 0.42). (2) Overall online marketing strategy has the mean score at very high level. ( = 4.17, S.D. = 0.43). (3) Overall intention to repurchase has the average score at the highest level. ( = 4.47, S.D. = 0.57). (4) The results of multiple regression analysis that reliability of brand image was found sales ethics, product certification marks and the specific characteristics of the goods affect to the intention to repurchase the herbal supplements products through online with the statistical significance at 0.05. (5) The results of multiple regression analysis that online marketing strategy was found marketing by using social media and customer relationship management systems, marketing communication tools, and networking agent of goods distributors are effectively affect the intention to repurchase the herbal supplements products through online with the statistical significance at 0.05.