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Other Titles: องค์ประกอบความภักดีของผู้บริโภคพาณิชย์อิเล็กทรอนิกส์
Authors: Chanachaisit, Sahaphat
Tanyong, Pongsan
Klaychanpong, Hansa
Keywords: Composition
E-commerce consumer
Issue Date: 8-Jul-2021
Publisher: The 13th NPRU National Academic Conference Nakhon Pathom Rajabhat University
Abstract: The objectives of this research were 1) to study the loyalty composition of e-commerce consumer. This research used quantitative research methods, sample consisted of 342 consumers who used to shop online or e- commerce marketplace applications. Sampling was sampled using quota sampling method. Data were analyzed by descriptive statistics and second- order confirmatory factor analysis statistics in hypothesis testing. The results of the study were as follows: It was found that the model was consistent with the empirical data (model fit) after the model was adjusted with 􀁆 2 / df = 2.67 GFI = 0.96 RMSEA = 0.070 CFI = 0.99 NFI = 0.98 TLI = 0.98 1) The composition of consumer loyalty through e-commerce consists of 4 compositions with the composition weight values in descending order as follows: Complaint behavior, the highest composition weight was 0.98, followed by word of mouth with weight 0.95, repurchasing intention 0.95 and price sensitive 0.85, respectively
Appears in Collections:Proceedings of the 13th NPRU National Academic Conference

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