แบบจำลองของกระบวนการซื้อแบบฉับพลันทางออนไลน์และความต่อเนื่องของผู้บริโภค
Keywords:
online impulse purchasing, atmospherics, repurchase, travel productsAbstract
The purpose of this study is to develop a model of impulse purchasing process to
explain consumer’s purchasing procedure of travel products during online transactions.
An online survey questionnaire was used to collect data from 780 Thai people using
convenience sampling, and the data was analyzed by using Partial Least Squares Structural
Equation Modeling (PLS-SEM) then by using the WarpPLS 4.0 software. The major finding
indicated that the model of online consumers’ impulse purchasing consists of three
stages; Afore purchase, Actual purchase, and After purchase which can be used to
thoroughly explain the entire process of Thai online consumer’s behavior that purchase
travel products online. In afore purchase stage, the consumers’ pleasure is caused by
online store atmospherics, online store design and online reservation store content; online
store design influences consumers’ arousal. In the actual purchase stage, the amount of
purchase from an online store is the actual consumer’s purchase and is influenced by
their intention. In the after purchase stage, the important factor that influences
consumers’ continuance to purchase from an online store is satisfaction and significantly
affects their future intention to repurchase online.
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model. MIS Quarterly, 25(3), 351-370. Retrieved Novermber 11,
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impulse buying behavior. The International Review of Retail, Distribution and
Consumer Research, 21(3), 233-249. doi:10.1080/09593969.2011.578798.
Chen, C.-W. D. & Cheng, C.-Y. J. (2009). Understanding consumer intention in online
shopping: a respecification and validation of the DeLone and McLean
model. Behaviour & Information Technology, 28(4), 335-345. doi:10.1080/
01449290701850111.
Cheng, F.-F., Wu, C.-S. & Yen, D. C. (2009). The effect of online store atmosphere on
consumer’s emotional responses - an experimental study of music and colour.
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01449290701770574.
Cheung, C. M. K., Chan, G. W. W. & Limayem, M. (2005). A Critical Review of Online
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proquest.com/docview/236484426?accountid =44809.
Chin, W. W., Marcolin, B. L. & Newsted, P. R. (2003). A partial least squares latent variable
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simulation study and an electronic-mail emotion / adoption study. Information
Systems Research, 14(2), 189. Retrieved August 29, 2013, from http://search.
proquest.com/docview/208161150?accountid=44329.
Chuanchom, J. & Popichit, N. (2014). Key factors for success in business management of
tourism business: a case study of tourism business in Bangkok area. SDU Research
Journal Humanities and Social Sciences, 10(3), 1-16. (in Thai)
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constructs. JMR, Journal of Marketing Research (pre-1986), 16(000001), 64.
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208675188?accountid=44329.
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ebscohost.com/login.aspx?direct=true&db=iih& AN=9460622&site=ehost-live.
. (2004). Measuring e-Commerce Success: Applying the DeLone & McLean
Information Systems Success Model. International Journal of Electronic
Commerce, 9(1), 31-47. Retrieved September 15, 2014, from http://search.
ebscohost.com/login.aspx?direct=true&db=bth&AN =15362980&site=ehost-live.
Donovan, R. J. & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology
Approach. Journal of Retailing, 58(1), 34. Retrieved August 29, 2014, from http://
search.ebscohost.com/login.aspx?direct=true&db=bth&AN=4667053&site=ehostlive&
scope=site.
Donovan, R. J. & Rossiter, J. R. (1994). Store Atmosphere and Purchasing Behavior. Journal
of Retailing, 70(3), 283-294. Retrieved October 2, 2013, from http://search.
ebscohost.com/login.aspx?direct=true&db=bth&AN=9503160770&site=ehost-live&
scope=site.
Electronic Transactions Development Agency (Public Organization). (2014). Thailand
Internet User Profile 2014. Bangkok.
Eroglu, S. A., Machleit, K. A. & Davis, L. M. (2001). Atmospheric qualities of online retailing:
A conceptual model and implications. Journal of Business Research, 54(2),
177-184. doi:http://dx.doi.org/10.1016/S0148-2963(99)00087-9.
______. (2003). Empirical testing of a model of online store atmospherics and shopper
responses. Psychology and Marketing, 20(2), 139-150. doi:10.1002/mar.10064.
Escobar-Rodríguez, T. & Carvajal-Trujillo, E. (2013). Online drivers of consumer purchase of
website airline tickets. Journal of Air Transport Management, 32(0), 58-64.
doi:http://dx.doi.org/10.1016/j.jairtraman.2013.06.018.
Floh, A. & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying
behavior. Electronic Commerce Research and Applications(0). doi:http://
dx.doi.org/10.1016/j.elerap.2013. 06.001.
Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable
Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
doi:10.2307/3151312.
Gao, L. & Bai, X. (2014). Online consumer behaviour and its relationship to website
atmospheric induced flow: Insights into online travel agencies in China. Journal of
Retailing and Consumer Services, 21(4), 653-665. doi:http://dx.doi.org/10.1016/
j.jretconser.2014.01.001.
Graa, A. & Dani-elKebir, M. (2012). Application of stimulus & response model to impulse
buying behavior of Algerian consumers. Serbian Journal of Management, 7(1), 53.
Retrieved October 15, 2013, from http://search.ebscohost.com/login.aspx?direct=
true&db=edb&AN=71825608& lang=th&authtype=ip,cookie,uid.
Hair, J. F. (2010). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.
Hong, S., Thong, J. Y. L. & Tam, K. Y. (2006). Understanding continued information
technology usage behavior: A comparison of three models in the context of
mobile internet. Decision Support Systems, 42(3), 1819-1834. doi:http://
dx.doi.org/10.1016/j.dss.2006.03.009.
Hunter, R. & Mukerji, B. (2011). The role of atmospherics in influencing consumer behaviour
in the online environment. International Journal of Business and Social Science,
2(9). Retrieved September 2, 2013, from http://search.proquest.com/docview/
904530580?accountid=44329.
International Telecommunication Union. (2014). Key ICT indicators for developed and
developing countries and the world. Retrieved Noverber 11, 2014, from http://
www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx.
Katlun, K. (2014). Brand Building strategies for e-commerce business website. SDU Research
Journal Humanities and Social Sciences, 10(1), 77-96. Retrieved October 10,
2015, from https://research.dusit.ac.th/new/e-Journal/inner-detail.php?inid=329&
page=1&type=a. (in Thai)
Khalifa, M. & Liu, V. (2007). Online consumer retention: contingent effects of online
shopping habit and online shopping experience. European Journal of Information
Systems, 16(6), 780-792. doi:http://dx.doi.org/10.1057/palgrave.ejis.3000711.
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H. & Kim, J. (2012). Factors influencing Internet
shopping value and customer repurchase intention. Electronic Commerce
Research and Applications, 11(4), 374-387. doi:http://dx.doi.org/10.1016/
j.elerap.2012.04.002.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. Guilford Press.
Kock, N. (2013). WarpPLS 4.0 user manual. Laredo, TX: ScriptWarp Systems.
Koo, D.-M. & Ju, S.-H. (2010). The interactional effects of atmospherics and perceptual
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2016-01-30
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Kemapanmanas, M., Sittimalakorn, D., & Kaemkate, A. professor D. (2016). แบบจำลองของกระบวนการซื้อแบบฉับพลันทางออนไลน์และความต่อเนื่องของผู้บริโภค. Journal of Multidisciplinary in Social Sciences, 12(1), 93–118. Retrieved from https://so03.tci-thaijo.org/index.php/sduhs/article/view/186718
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