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Antecedents Influencing Brand Loyalty of Customers Purchasing Online Thai Brand Jewelry |
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| รหัสดีโอไอ | |
| Creator | Sarintip kasuk |
| Title | Antecedents Influencing Brand Loyalty of Customers Purchasing Online Thai Brand Jewelry |
| Contributor | Wongteera Suwannin, Kittinart Nunthong |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2569 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | e280399 |
| Keyword | Brand Loyalty, Jewelry, Thai Brand |
| URL Website | https://so05.tci-thaijo.org/index.php/phdssj |
| ISSN | 2985-0037 |
| Abstract | This research article aims to study the causal influences within a structural equation model encompassing brand experience, brand trust, brand attitude, purchase intention, and brand loyalty among customers who decide to purchase Thai branded jewelry online. The research design was a mixed-methods research approach including qualitative research and quantitative research. Qualitative data were collected through in-depth interviews with 11 customers and focus group discussions with six participants. Quantitative data were gathered via surveys from 636 customers with online purchasing experience of Thai branded jewelry and who had made repeat purchases through the same online store more than once. Data were statistically analyzed using descriptive statistics and AMOS program was applied to analyze the data using structural model analysis.Findings are as follows: Structural equation modeling of factors influencing customer loyalty in online purchasing decisions of Thai branded jewelry were consistent with empirical data. After model adjustment, the factor that directly influences brand loyalty was purchase intention, while being indirectly influenced by the brand experience variable, brand trust variable, and brand attitude variable through the purchase intention variable. Moreover, the purchase intention variable was directly influenced by the brand experience variable, brand attitude variable, and brand trust variable, and is indirectly influenced by the brand experience variable and brand trust variable through the brand attitude variable, at the statistically significant level of .01. The research results, both qualitative and quantitative, showed consistency in terms of content validity of each variable and causal influence among the variables according to the hypotheses of the research. |
