อิทธิพลของความเสี่ยงในการซื้อสินค้าออนไลน์ ความพึงพอใจในการซื้อสินค้าออนไลน์ และความภักดีในการซื้อสินค้าออนไลน์ที่ส่งผลต่อการซื้อสินค้าออนไลน์ซ้ำ
คำสำคัญ:
ความเสี่ยง, ความพึงพอใจ, ความภักดี, การซื้อซ้ำ, การซื้อสินค้าออนไลน์บทคัดย่อ
วัตถุประสงค์ของการวิจัย คือ 1) เพื่อศึกษาระดับความคิดเห็นเกี่ยวกับความเสี่ยงในการซื้อสินค้าออนไลน์ ความพึงพอใจในการซื้อสินค้าออนไลน์ ความภักดีในการซื้อสินค้าออนไลน์ และการซื้อสินค้าออนไลน์ซ้ำ 2) เพื่อวิเคราะห์ความสัมพันธ์ระหว่างความเสี่ยงในการซื้อสินค้าออนไลน์ ความพึงพอใจในการซื้อสินค้าออนไลน์ และความภักดีในการซื้อสินค้าออนไลน์กับการซื้อสินค้าออนไลน์ซ้ำ และ 3) เพื่อศึกษาอิทธิพลของความเสี่ยงในการซื้อสินค้าออนไลน์ ความพึงพอใจในการซื้อสินค้าออนไลน์ และความภักดีในการซื้อสินค้าออนไลน์ที่ส่งผลต่อการซื้อสินค้าออนไลน์ซ้ำ กลุ่มตัวอย่าง คือ ผู้ซื้อสินค้าออนไลน์ จำนวน 310 คน การเก็บข้อมูลใช้แบบสอบถามและเก็บรวบรวมข้อมูลทางออนไลน์ สถิติที่ใช้ ได้แก่ ความถี่ ร้อยละ ค่าเฉลี่ย ส่วนเบี่ยงเบนมาตรฐาน การวิเคราะห์สหสัมพันธ์ การวิเคราะห์องค์ประกอบเชิงยืนยัน และการวิเคราะห์โมเดลสมการโครงสร้าง ผลการวิเคราะห์กรอบแนวคิดตามทฤษฎีและข้อมูลเชิงประจักษ์มีความสอดคล้องกลมกลืน ส่วนผลการศึกษาพบอิทธิพลทางตรงระหว่างความเสี่ยงในการซื้อสินค้าออนไลน์กับความพึงพอใจในการซื้อสินค้า ความภักดีในการซื้อสินค้า และการซื้อสินค้าออนไลน์ซ้ำ นอกจากนี้ยังพบอิทธิพลทางตรงระหว่างความพึงพอใจในการซื้อสินค้าออนไลน์กับการซื้อสินค้าออนไลน์และอิทธิพลทางตรงระหว่างความภักดีในการซื้อสินค้าออนไลน์กับการซื้อสินค้าออนไลน์ซ้ำ อีกทั้งการวิเคราะห์ข้อมูลพบว่าความพึงพอใจในการซื้อสินค้าออนไลน์ไม่มีอิทธิพลทางตรงกับความภักดีในการซื้อสินค้าออนไลน์ บทความนี้ได้อภิปรายและให้ข้อเสนอแนะสำหรับงานวิจัยในอนาคต
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I., and Fishbein, M., (1980). Understanding attitudes and predicting social behavior. Prentice-Hall. Englewood Cliffs, New Jersey.
Anderson, R. E. & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123-38.
Byun, C. G., and Ha, H. (2016). The effects of usefulness and credibility of word-of -mouth information on purchase intention in social commerce: focused on the mediating roles of perceived risk and impulse buying. Journal of Korea Service Management Society. 17, 89–106.
Chen, L. S., & Yang, Y. Y. (2012). Identifying key factors for increasing Loyalty of customers in mobile shopping services. In Proceedings of the International Multi-Conference of Engineers and Computer Scientists (Vol. 1, pp. 492-496).
Chen, Y., Yan, X., Fan, W., & Gordon, M. (2015). The joint moderating role of trust propensity and gender on consumers’ online shopping behavior. Computers in Human Behavior, 43, 272-283.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
Cho, E., & Kim, S. (2015). Cronbach’s coefficient alpha: Well-known but poorly understood. Organizational Research Methods, 18(2), 207-230.
Choi, K., & Seltzer, M. (2010). Modeling heterogeneity in relationships between initial status and rates of change: Treating latent variable regression coefficients as random coefficients in a three-level hierarchical model. Journal of Educational and Behavioral Statistics 35(1), 54–91.
Cochran, W. G. (1977). Sampling Techniques. 3rd edition. John Wiley & Sons: New York.
Fishbein, M., and Ajzen, I. (2010). Predicting and changing behavior: the reasoned action approach. Psychology Press: New York.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. U.S.A.: Pearson Prentice Hall Upper Saddle River.
Jain, R., & Kulhar, M. (2019). Barriers to online shopping. International Journal of Business Information Systems, 30(1), 31-50.
Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81-98.
Jeon, H. M., Sung, H. J., and Kim, H. Y. (2020). Customers' acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Service Business. 14, 533–551.
Johan, I. S., Indriyani, R., & Vincēviča-Gaile, Z. (2020). Measuring Repurchase Intention on Fashion Online Shopping. In SHS Web of Conferences (Vol. 76, p. 01015). EDP Sciences.
Karayanni, D. A. (2003). Web-shoppers and non-shoppers: Compatibility, relative advantage and demographics. European Business Review, 15(3), 141-152
Kline, R. B. (2016). Principles and practice of structural equation modeling. New York: Guilford.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
Lesser, J. G., and Pope, D. S. (2011). Human behavior and the social environment: theory and Practice. 2nd edition. Allyn and Bacon: Boston.
Li, Y. P. (2014). Research on the impact of switching cost on customer loyalty in the context of service failure. Technology Economy and Management Research, 8, 63-66.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Economics and Finance, 35, 401-410.
Lin, G. T., & Sun, C. C. (2009). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Online Information Review, 22(3), 458-475.
Liqin, H. (2019). Recommendation, Customer Satisfaction, Online Shopping Experience, Trust, and Word-of-mouth Affecting Consumer Online Shopping Decision in China.
Luarn, P., & Lin, H. H. (2003). A customer loyalty model for e-service context. Journal of Electronic Commerce Research, 4(4), 156-167.
Mendoza, E. C. (2021). A Study of Online Customers Repurchase Intention Using the 4Rs of Marketing Framework. International Review of Management and Marketing, 11(2), 1-10.
Nasır, S. (2017). Customer Retention Strategies and Customer Loyalty. In Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1178-1201). IGI Global.
Oliveira, R. C. (2007). Evidences from link between quality and loyalty in e-service: an empirical Study. Sistemas & Gesta, 2(1), 1-15.
Oliver, R. L. (1997). Satisfaction: A Behavior Perspective on the Consumer, New York: McGraw-Hill.
Oracle. (2011). European Consumer Views of E-Commerce: A Consumer Research Study of Buying Behavior and Trends. California: Oracle Corporation.
Ou, Y. C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80, 106-115.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115-143.
Perviaz, A., & Sankaran, S. (2010). Online Shopping” Customer Satisfaction and Loyalty in Norway (Doctoral dissertation, Master Thesis in Business Administration).
Pratminingsih, S. A., Lipuringtyas, C., & Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping. International Journal of Trade, Economics and Finance, 4(3), 104-110.
Rakuten. (2010). Malaysian shoppers tend to regret their online purchases. Tokyo: Rakuten Smart Shopping Survey.
Ren, J. L., Du, H. Y., and Wang, X. F. (2019). The correlation between perceived risk and purchase intention in online retail. China Circular Economic. 33, 63–72.
Rovinelli, R. & Hambleton, R. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Education Research, 2, 49–60.
Schumacker, R., & Lomax, R. (2015). A Beginner's Guide to Structural Equation Modeling: 3rd Edition. United States of America: Routledge.
Sjöberg, L. (2007). Emotions and risk perception. Risk Management. 9, 223–237.
Su, L., Li, Y., & Li, W. (2019). Understanding consumers’ purchase intention for online paid knowledge: A customer value perspective. Sustainability, 11(19), 5420.
Swinyard, W. R., & Smith, S. M. (2003). Why People Don‘t Shop Online: A Lifestyle Study of the Internet Consumers. Psychology and Marketing, 20(7), 567-597.
TRAN, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. The Journal of Asian Finance, Economics, and Business, 7(6), 221-231.
Triantoro, A., Sumarwan, U., & Hannan, S. (2020). THE DEVELOPMENT OF CONCEPTUAL MODEL ON INDONESIAN CONSUMER BEHAVIOR TOWARDS HALAL-LABELED DRUGS. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(3), 256-256.
Tzeng, S. Y., Ertz, M., Jo, M. S., & Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning, 39(4), 516-532
Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 70-89.
Wang, F. H., Gao, L. i., and Pan, Y. (2017). The impact of customer participation on customer satisfaction: the mediating role of perceived risk and the moderating role of self-efficacy. Financial Resources. 101–107.
Wei, J. (2021). The Impacts of Perceived Risk and Negative Emotions on the Service Recovery Effect for Online Travel Agencies: The Moderating Role of Corporate Reputation. Frontiers in Psychology, 12.
Weiss, M. J. (2001). Online America. American Demographics, 23(3), 53-56.
Yu, K. Z., Li, Y., and Yin, Y. T. (2008). An analysis of the mechanism of the impact of service recovery on customer loyalty. Finance Theory and Practice. 29, 104–109.
Ajzen, I., and Fishbein, M., (1980). Understanding attitudes and predicting social behavior. Prentice-Hall. Englewood Cliffs, New Jersey.
Anderson, R. E. & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123-38.
Byun, C. G., and Ha, H. (2016). The effects of usefulness and credibility of word-of -mouth information on purchase intention in social commerce: focused on the mediating roles of perceived risk and impulse buying. Journal of Korea Service Management Society. 17, 89–106.
Chen, L. S., & Yang, Y. Y. (2012). Identifying key factors for increasing Loyalty of customers in mobile shopping services. In Proceedings of the International Multi-Conference of Engineers and Computer Scientists (Vol. 1, pp. 492-496).
Chen, Y., Yan, X., Fan, W., & Gordon, M. (2015). The joint moderating role of trust propensity and gender on consumers’ online shopping behavior. Computers in Human Behavior, 43, 272-283.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
Cho, E., & Kim, S. (2015). Cronbach’s coefficient alpha: Well-known but poorly understood. Organizational Research Methods, 18(2), 207-230.
Choi, K., & Seltzer, M. (2010). Modeling heterogeneity in relationships between initial status and rates of change: Treating latent variable regression coefficients as random coefficients in a three-level hierarchical model. Journal of Educational and Behavioral Statistics 35(1), 54–91.
Cochran, W. G. (1977). Sampling Techniques. 3rd edition. John Wiley & Sons: New York.
Fishbein, M., and Ajzen, I. (2010). Predicting and changing behavior: the reasoned action approach. Psychology Press: New York.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. U.S.A.: Pearson Prentice Hall Upper Saddle River.
Jain, R., & Kulhar, M. (2019). Barriers to online shopping. International Journal of Business Information Systems, 30(1), 31-50.
Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81-98.
Jeon, H. M., Sung, H. J., and Kim, H. Y. (2020). Customers' acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Service Business. 14, 533–551.
Johan, I. S., Indriyani, R., & Vincēviča-Gaile, Z. (2020). Measuring Repurchase Intention on Fashion Online Shopping. In SHS Web of Conferences (Vol. 76, p. 01015). EDP Sciences.
Karayanni, D. A. (2003). Web-shoppers and non-shoppers: Compatibility, relative advantage and demographics. European Business Review, 15(3), 141-152
Kline, R. B. (2016). Principles and practice of structural equation modeling. New York: Guilford.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
Lesser, J. G., and Pope, D. S. (2011). Human behavior and the social environment: theory and Practice. 2nd edition. Allyn and Bacon: Boston.
Li, Y. P. (2014). Research on the impact of switching cost on customer loyalty in the context of service failure. Technology Economy and Management Research, 8, 63-66.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Economics and Finance, 35, 401-410.
Lin, G. T., & Sun, C. C. (2009). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Online Information Review, 22(3), 458-475.
Liqin, H. (2019). Recommendation, Customer Satisfaction, Online Shopping Experience, Trust, and Word-of-mouth Affecting Consumer Online Shopping Decision in China.
Luarn, P., & Lin, H. H. (2003). A customer loyalty model for e-service context. Journal of Electronic Commerce Research, 4(4), 156-167.
Mendoza, E. C. (2021). A Study of Online Customers Repurchase Intention Using the 4Rs of Marketing Framework. International Review of Management and Marketing, 11(2), 1-10.
Nasır, S. (2017). Customer Retention Strategies and Customer Loyalty. In Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1178-1201). IGI Global.
Oliveira, R. C. (2007). Evidences from link between quality and loyalty in e-service: an empirical Study. Sistemas & Gesta, 2(1), 1-15.
Oliver, R. L. (1997). Satisfaction: A Behavior Perspective on the Consumer, New York: McGraw-Hill.
Oracle. (2011). European Consumer Views of E-Commerce: A Consumer Research Study of Buying Behavior and Trends. California: Oracle Corporation.
Ou, Y. C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80, 106-115.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115-143.
Perviaz, A., & Sankaran, S. (2010). Online Shopping” Customer Satisfaction and Loyalty in Norway (Doctoral dissertation, Master Thesis in Business Administration).
Pratminingsih, S. A., Lipuringtyas, C., & Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping. International Journal of Trade, Economics and Finance, 4(3), 104-110.
Rakuten. (2010). Malaysian shoppers tend to regret their online purchases. Tokyo: Rakuten Smart Shopping Survey.
Ren, J. L., Du, H. Y., and Wang, X. F. (2019). The correlation between perceived risk and purchase intention in online retail. China Circular Economic. 33, 63–72.
Rovinelli, R. & Hambleton, R. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Education Research, 2, 49–60.
Schumacker, R., & Lomax, R. (2015). A Beginner's Guide to Structural Equation Modeling: 3rd Edition. United States of America: Routledge.
Sjöberg, L. (2007). Emotions and risk perception. Risk Management. 9, 223–237.
Su, L., Li, Y., & Li, W. (2019). Understanding consumers’ purchase intention for online paid knowledge: A customer value perspective. Sustainability, 11(19), 5420.
Swinyard, W. R., & Smith, S. M. (2003). Why People Don‘t Shop Online: A Lifestyle Study of the Internet Consumers. Psychology and Marketing, 20(7), 567-597.
TRAN, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. The Journal of Asian Finance, Economics, and Business, 7(6), 221-231.
Triantoro, A., Sumarwan, U., & Hannan, S. (2020). THE DEVELOPMENT OF CONCEPTUAL MODEL ON INDONESIAN CONSUMER BEHAVIOR TOWARDS HALAL-LABELED DRUGS. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(3), 256-256.
Tzeng, S. Y., Ertz, M., Jo, M. S., & Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning, 39(4), 516-532
Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 70-89.
Wang, F. H., Gao, L. i., and Pan, Y. (2017). The impact of customer participation on customer satisfaction: the mediating role of perceived risk and the moderating role of self-efficacy. Financial Resources. 101–107.
Wei, J. (2021). The Impacts of Perceived Risk and Negative Emotions on the Service Recovery Effect for Online Travel Agencies: The Moderating Role of Corporate Reputation. Frontiers in Psychology, 12.
Weiss, M. J. (2001). Online America. American Demographics, 23(3), 53-56.
Yu, K. Z., Li, Y., and Yin, Y. T. (2008). An analysis of the mechanism of the impact of service recovery on customer loyalty. Finance Theory and Practice. 29, 104–109.
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2021-12-22
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