Factors Affecting Intention to Repurchase Thai Novel Electronic Books of Consumers in Thailand
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to study factors affecting the intention to repurchase Thai novel electronic books of Thai consumers in Thailand. The factors consisted of marketing mix including product, price, place and promotion as well as quality of information technology including system quality, information quality and service quality. The sample consisted of 385 Thai consumers who had experiences buying Thai novels electronic books in Thailand. The data collected from the members of online communities. The research tool used for data collecting was the online questionnaire. The convenience sampling was used to random the sample. The statistics used to analyze the data were descriptive statistics including frequency, percentage, mean and standard deviation, and the inferential statistics using the analysis of multiple linear regression. The results showed that the highest factors affecting the intention to repurchase Thai novel electronic books of Thai consumers in Thailand was the service quality factors and followed by product factor, information quality and price that significantly affected intention to repurchases at the .05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes. 50(2),179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, A. and Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research. 8(2),142-157. doi:10.1177/2278682119850275
Antwi, S. and Amponsah, R. K. (2021). Repurchase Intention Among Ghanaian Online Consumers: Perceived Shopping Value Approach. European Journal of Business and Management. 13(8),1-9. doi:10. 7176/EJBM/13-8-01
Bujang, M. A., Sa'at, N. and Sidik, T. M. I. T. A. B. (2017). Determination of Minimum Sample Size Requirement for Multiple Linear Regression and Analysis of Covariance Based on Experimental and Non-experimental Studies. Epidemiology Biostatistics and Public Health. 14(3),e12117-12111. https:// doi.org/10.2427/12117
Charusiri, P. and Kittinorarat, J. (2022). ʻItthiphon khō̜ ʻong sō̜ won prasom thāngkān talāt læ khunnaphāp bō̜rikān ʻilekthrō̜nik thī song phon tō̜ khwām phakdī nai kānchai bō̜rikān ʻǣ pō̜ phali namio si kō̜ sot rīm ming khō̜ng klum čhē nœ̄ rē chan wāi nai Krung Thēp Mahā Nakhō̜n [The Influence of Marketing Mix and E-Service Quality on Loyalty in Using Music Streaming Services of Generation Y in Bangkok]. STOU Academic Journal of Research and Innovation (Humanities and Social Science). 2(2),91-103.
Cheung, C. M., Chan, G. W., and Limayem, M. (2005). A Critical Review of Online Consumer Behavior: Empirical research. Journal of Electronic Commerce in Organizations (JECO). 3(4),1-19. doi:10.4018/jeco. 2005100101
Chokpipat, K. (2019). Rǣng čhūngčhai thī mī phon tō̜ phrưttikam kān ʻasing phim ʻilekthrō̜nik (e - book) khō̜ng phūbō̜riphōk nai khēt Krung Thēp Mahā Nakhō̜n [Motivaion Factors Affecting Buying Behavior of Electronic Books in Bangkok Metropolis Area (Unpublished master's thesis)]. Srinakharinwirot University, Bangkok, Thailand
Creative Economy Agency (Public Organization). (2022). Thānkhō̜mūn sētthakit sāngsan [Creative economy database]. Retrieved April 2022, from https://data.cea.or.th.
DeLone, W. H. and McLean, E. R. (2003). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems. 19(4),9-30. https://doi.org/ 10.1080/07421222.2003.11045748
DeLone, W. H. and McLean, E. R. (2004). Measuring e-Commerce Success: Applying the DeLone & McLean Information Systems Success Model. International Journal of Electronic Commerce. 9(1),31-47. doi:https://doi.org/10.1080/10864415.2004.11044317
Denwittayanan, K. (2018). Ibuk ʻōkāt thīmā kap khwām thāthāi khō̜ng thurakit singphim Thai [E-book" Opportunity that Comes with Challenges of Thai Publishing Business]. Retrieved March 2022, from https://www.pwc.com/th/en/pwc-thailand-blogs/blog-20180628.html
Effinity Company Limited. (2021). Rāingān kānsưksā kānphatthanā ʻutsāhakam sāngsan sākhā kānphim pī sō̜ngphanhārō̜ihoksipsī [Creative Industries Development Report: Publishing]. Retrieved March 2022, from https://article.tcdc.or.th/uploads/media/2022/6/20/media_6-CEA-Publishing-Final-Report.pdf
Hardiyanto, N. and Firdaus, A. (2021). Website Quality and The Role of Customer Satisfaction Toward Repurchase Intention: A Study of Indonesian E-Commerce. Journal of Marketing Innovation. 1(1), 62-77. doi:https://doi.org/10.35313/jmi.v1i01.15
Jhantasana, C. (2019). Tūaprǣ thīmā kō̜n khō̜ng kān tangčhai nai phānit ʻilekthrō̜nik Thai [Antecedents of Repurchasing Intentions of Electronic Commerce in Thailand]. Human Resource and Organization Developmetn Journal. 11(2),34-64.
Jubanjong, J. (2017). Patčhai thī song phon tō̜ ʻakān tatsin čhai ʻaha ʻaʻilek sō̜ ni ( e - book) [Factors Influencing the Buying Decision on Electronic Books (Unpublished master's thesis)]. Thammasat University, Bangkok, Thailand.
Kotler, P., Armstrong, G. and Opresnik, M. O. (2018). Principles of Marketing. (17th ed). Harlow : Pearson Education Limited.
Liu, J. and Netpradit, N. (2022). Patčhai sō̜ won prasom thāngkān talāt bō̜rikān thī mī phon tō̜ kān len kēm ʻō̜ nalai khō̜ng klum phūbō̜riphōk chāo Čhīn Gen Z nai mư̄ang yong hai prathēt sāthāranarat prachāchon Čhīn [Service Marketing Mix Factors Affecting the Repurchase of Online Games among Chinese Gen Z Consumers in Shanghai, People’s Republic of China]. Payap University journal. 32(1), 77-93.
Marano, N., Suksawat, N. and Kettapan, K. (2022). Patčhai prachākō̜nsāt læ sō̜ won prasom thāngkān talāt thī song phon tō̜ ʻakānsư̄sam kō̜ranī sưksā Shopee nai čhangwat Songkhlā [The Demographic Factors and Marketing Mix Elements (4P’s) Affecting Repeat Purchase, Shopee case study in Songkhla Province]. The 13th Hatyai National and International Conference (pp. 2866-2882). Songkla : Hatyai University. Retrieved March 2022, from https://www.hu.ac.th/Conference/conference2022/ proceedings/index.html
Meb Corporation Public Company Limited. (2022). Sūn rūam ʻēkkasān phœ̄iphrǣ [Publication Document Center]. Retrieved February 2023, from www.meb.co.th/investor-relations/resource-center.
Phyu, E. and Piriyapada, S. (2019). Patčhai thī mī phalok ra thop tō̜ khwāmphưngphō̜čhai læ khwām tangčhai sư̄sam čhā krān sư̄aphā ʻō̜ nalai khō̜ng phūbō̜riphōk Phamā [Factors Affecting Satisfaction and Repurchase Intention from Clothing Online Stores of Myanmar Consumer]. Suthiparithat Journal. 33(105),123-136.
Pongwichai, S. (2021). Kān wikhro̜ khō̜mūn thāng sathiti dūai khō̜mphiutœ̄ [The Statistical analysis]. Bangkok : Chulalongkorn University Press.
Puspita, D. (2022). Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry. Interdisciplinary Social Studies. 1(7),873-880. doi:https://doi.org/10.55324/iss.v1i7.167
Rattanapong, P. (2021). Kānpramœ̄n læ prapprung prasit phāp wep ʻǣ pō̜ phali nakhā yō̜ sinkhā ʻō̜ nalai kō̜ranī sưksā : bō̜risat sō̜ng ʻē sō̜ mēthan čhamkat (Mahāchon) [Measuring and Improving Online Shopping Web Application: A Case Study: 2S Metal Public Company Limited (Unbublished master's thesis)]. Prince of Songkla University, Songkla, Thailand.
Ruth Johana, A., Aji, H. and Arif Imam, S. (2019). Analyzing E-Commerce Success Using Delone and Mclean Model. Journal of Information Systems Engineering and Business Intelligence. 5(2),156-162. doi: https://doi.org/10.20473/jisebi.5.2.156-162
Santoso, I. (2018). Antecedents of Online Repurchase Intention in Indonesia. Sebelas Maret Business Review, 2(2),123-137. doi:https://doi.org/10.20961/smbr.v2i2.17216
Sookcharoen, W. (2018). Kānwičhai talāt [Marketing Research]. Bangkok : Chulalongkorn University Press.
Taisakutip, N. (2020). Kānsưksā prasopkān lūkkhā thī mī tō̜ ʻakānsư̄sam læ kān bō̜k tō̜ nai bō̜ribot chō̜ ngō̜ thāng čhamnāi nangsư̄ ʻilekthrō̜nik [Customer Experience towards Repurchase Intention and Word of Mouth Communication in Case E-Book Distribution Channels (Unpublished master's thesis)]. Thammasat University, Bangkok, Thailand
The Foundation of Thai Prinitng Industries. (2022). Kān prap tūa khō̜ng samnakphim nai yuk khō wit - sipkāo [Publisher's Adaptation in the COVID-19 Era]. Retrieved July 2022, from https://www.printfederation. or.th/knowledge/2565-04.
The Publishers and Booksellers Association of Thailand. (2022). Phon kānsamrūat khwāmphưngphō̜čhai khō̜ng phū khao chom ngān sapdā nangsư̄ hǣng chāt khrang thī hāsip [Visitors Satisfaction Survey Results of the 50th National Book Fair]. Retrieved July 2022, from https://pubat.or.th/statistics2565.
Trakarnsakdikul, N., Chaiyaphan, S., and Leecharoen, B. (2021). Factors Affecting E-Book Purchase Decisions of Customers in Thailand. Asian Administration & Management Review. 4(1),28-35. doi:http://dx. doi.org/10.2139/ssrn.3957744
Vanichbuncha, K. and Vanichbuncha, T. (2021). Kānchai SPSS for windows nai kān wikhro̜ khō̜mūn [Using SPSS for Windows for data analysis]. Bangkok : 3 LADA.
Wilson, N., Keni, K. and Tan, P. (2019). The effect of website design quality and service quality on repurchase intention in the E-commerce industry: A cross-continental analysis. Gadjah Mada International Journal of Business. 21(2),187-222. doi:10.22146/gamaijb.33665
Yuwanti, W., Sumedi, A., Perdana, T., Sfenrianto. and Kaburuan, E. (2019). Analysis Of the Factors Affecting Repurchase Intention in Social Commerce in Indonesia. Journal of Theoretical and Applied Information Technology. 97(2),3245-3254.