The Influence of Application Quality and Trust on Repurchase Intention in M-Commerce: A Case Study of Consumers in Nakhon Pathom Province

Abstract

This research aimed to: 1) study repurchase intention in mobile commerce (M-Commerce) categorized by personal factors, and 2) examine the influence of application quality and trust on repurchase intention in M-Commerce, using consumers in Nakhon Pathom Province as a case study. Data were collected from a sample of 400 consumers in Nakhon Pathom Province using convenience sampling. The research instrument was a questionnaire verified for both validity and reliability. Data analysis was conducted using percentage, mean, standard deviation, t-test, One-Way ANOVA, and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that: 1) Repurchase intention in M-Commerce showed statistically significant differences based on gender, age, education level, and monthly income. 2) Application quality had no direct influence on repurchase intention, but exhibited a statistically significant indirect influence through "Trust". Specifically, application quality positively affected trust, and trust had the highest positive effect on repurchase intention. This indicates that trust acts as a full mediator; that is, having a high-quality application in M-Commerce must first foster consumer trust before it can effectively drive true repurchase intention.