รหัสดีโอไอ 10.14457/TU.the.2020.352
Title A study of the factors affecting generation Z’s loyalty to top 3 e-commerce sites in Thailand
Creator Kawee Charoensuksai
Contributor Paul G. Patterson, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Generation Z, Customer loyalty, E-commerce
Abstract Presently, 13.9 million e-commerce users will represent 24.5% of Thailand's total population. Most users aged between 26 and 34 years old spend the most spending on the e-commerce platform. Nevertheless, there is one group that will do the majority purchasing in the future instead of the millennium generation. They are generation Z who are tech-savvy because they were born into the digital world entirely. The biggest challenge for e-commerce is to develop generation Z customer loyalty to make the repurchase process, despite situational manipulations and marketing endeavors leading to switching behavior. The objectives of this research was to examine the key factors which lead to generation Z customer loyalty. The qualitative research explored generation Z customer insights to identify affecting factors which generation Z customers consider when developing loyalty to the top 3 e-commerce brands in Thailand. Besides. A survey questionnaire then examined the relationships between the factors contributing to customer loyalty. All the data were analyzed by using Statistical Package for the Social Sciences (SPSS). The results showed that there were five key factors that developing generation Z customer loyalty to Shopee by using regression analysis. The five key affecting factors were product assortment, product quality, Financial security, personal information security and claim process. There were six key factors that developing generation Z customer loyalty to Lazada by using regression analysis. The six key affecting factors were product assortment, product quality, Financial security, purchasing security, claim process and Valuable. There were five key factors that developing generation Z customer loyalty to JD-Central by using regression analysis. The five key affecting factors were users-friendly application, service, on-time delivery, purchasing security and claim process.
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บรรณานุกรม

Kawee Charoensuksai และผู้แต่งคนอื่นๆ. (2020) A study of the factors affecting generation Z’s loyalty to top 3 e-commerce sites in Thailand. Thammasat University:ม.ป.ท.
Kawee Charoensuksai และผู้แต่งคนอื่นๆ. 2020. A study of the factors affecting generation Z’s loyalty to top 3 e-commerce sites in Thailand. ม.ป.ท.:Thammasat University;
Kawee Charoensuksai และผู้แต่งคนอื่นๆ. A study of the factors affecting generation Z’s loyalty to top 3 e-commerce sites in Thailand. ม.ป.ท.:Thammasat University, 2020. Print.