THE IMPACT OF CONSUMERS’ SATISFACTION AND REPURCHASE INTENTION ON E- COMMERCE PLATFORM: A CASE STUDY OF THE TOP THREE E-COMMERCE IN BANGKOK

Abstract

This study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.

Keywords:  Consumers’ Satisfaction, Perceived Brand Popularity, Perceived Innovativeness, Perceived Value, Platform Quality, Repurchase Intention.