Factors Influencing Customer Satisfaction and Repurchase Intentions on E-commerce Platforms: A Case Study of Generation Y Consumers in Bangkok, Thailand

Abstract

Purpose – This research aimed to analyze the factors influencing perceived ease of use, perceived usefulness, perceived value, online shopping experience, customer satisfaction toward online repurchase intention on E-commerce platform. Design/Methodology/Approach – The research employed primary and secondary data collection methods to conduct an analysis among factors influencing customer satisfaction and repurchase intention on E-commerce platform. The data was collected among 396 respondents of GenY people who live in Bangkok. The conceptual framework of this research was based on three theoretical frameworks of previous studies. Findings – This research intended to investigate factors influencing customer satisfaction and repurchase intentions on E-commerce platforms. The findings showed that perceived value and online experience have a significant influence to customer satisfaction. Perceived ease of use along with perceived usefulness have relationships toward customer satisfaction. The impact on online repurchase intention was not obvious. Lastly, customer satisfaction directly influenced online repurchase intentions. Research Limitations/Implications – The scope of this research focused only on online repurchase intentions of Gen Y in Bangkok. In addition, this research focused on people living in Bangkok, therefore it may not be applicable to different countries.

Keywords – perceived ease of use, perceived usefulness, perceived value, online shopping experience, customer satisfaction and online repurchase intention.

JEL classification code – M20, M21