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A DYNAMIC MODEL OF FACTORS INFLUENCING OF TRUST, ATTITUDE, SUBJECTIVE NORM, AND PERCEIVED BEHAVIOR CONTROL ON E-COMMERCE REPURCHASE INTENTION TOWARDS GENERATION Z IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Thanat Saenghiran |
| Title | A DYNAMIC MODEL OF FACTORS INFLUENCING OF TRUST, ATTITUDE, SUBJECTIVE NORM, AND PERCEIVED BEHAVIOR CONTROL ON E-COMMERCE REPURCHASE INTENTION TOWARDS GENERATION Z IN THAILAND |
| Contributor | Sirion Chaipoopirutana |
| Publisher | National Research Council of Thailand |
| Publication Year | 2566 |
| Journal Title | SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with ABAC Journal |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 18-Jan |
| Keyword | Perceived Behavioral Control, Attitude, Subjective Norms, Trust, Repurchase Intentions, Theory of Planned Behavior |
| URL Website | http://e-journal.nrct.go.th/ |
| Website title | e-journal |
| ISSN | 2229-2608 |
| Abstract | The purpose of this study is to examine the factors influencing the repurchase intentions of Generation Z consumers on e-commerce platforms based on the TPB model. An online survey was conducted during February and March 2022 through purposive sampling and convenience sampling techniques. The target respondents are Gen Z consumers, aged between 18 to 25 years during the data collection, who have experience of buying products via e-commerce platforms on at least one occasion. Initially 430 questionnaire responses were collected, of which a total of 400 were deemed valid for use in data analysis after data cleaning. Simple Linear Regression and Multiple Linear Regression were applied for hypothesis testing. The results showed that attitude was the most important factor affecting the repurchase decisions of Gen Z consumers, followed by subjective norms. Trust did not show any direct significant impact on repurchase intentions; rather, it was shown to have an impact on consumer attitude. Accordingly, it is suggested that promoting Gen Z consumers awareness, and investing in influencers, are effective strategies to develop a positive attitude towards e-commerce among Gen Z consumers. Moreover, developing a reliable and secure transaction system and prompt delivery system can enhance Gen Z consumers' trust. |
