The Influencing Factors of Customer Satisfaction, Trust and Brand Loyalty on Purchase Intention in Online Marketing

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Weeranan Kamnungwut


         This research aims to study influencing factors of satisfaction, trust, and brand loyalty of consumers on online purchase intention. Using a questionnaire-based survey method, the collected data were chosen by cluster random sampling, and gathered from 400 samples of people in Bangkok who had experience of online purchase.  The data were analyzed with sum, percentage, mean, and multiple regression analysis. The result showed that two brand loyalty factors that could best predict future purchase decision of consumers were 1) Changing the liking for online marketplace websites/applications which a person currently uses will be the big change of opinion, and 2) A person intends to continue purchasing goods from online marketplace websites/application which he/she currently uses.  The two factors could predict future purchase decision of consumers at 46 percent (Adjusted R2 = 0.46). The factors of consumer’s trust on purchasing decision for further online purchase were 1) website/application paying attention and caring customer’s feeling, and 2) website/application which customers trust.  Both of the factors could best predict the further online purchase decision at 20 percent (Adjusted R2 = 0.20).  Moreover, the factors of customer’s satisfaction on further online purchase decision were 1) website/application is the correct choice of customers, and 2) website/application satisfying customers beyond their expectation.  The two could best predict the further online purchase decision at 24 percent (Adjusted R2 = 0.24).


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