Factors Influencing Buyers’ Repurchase Intention for OTOP Products through the E-commerce Marketplace in Thailand

Abstract

This research aimed to study factors influencing buyers repurchase intentions in the e-commerce marketplace in Thailand. The samples were 400 post-purchase customers of OTOP products on the public e-commerce marketplace in Thailand. The instrument used for data collection was a questionnaire. Data analysis statistics were frequency, percentage, mean, standard deviation, and multiple regression. The results revealed that of the marketing mix factors; promotion had the highest level of opinion (=3.58), followed by place (=3.57) product (=3.52) and price factor (=3.52). For the service quality factor, it was found that the fulfillment factor (=3.57) was the highest, followed by efficiency (=3.56), reliability (=3.55), and privacy (=3.53). The results of the hypothesis testing found. - 1) marketing mix consisted of product, place, promotion influencing buyer’s satisfaction, 2) efficiency, reliability, privacy dimensions of service quality influenced buyer’s satisfaction, 3) buyer’s satisfaction influencing buyer’s repurchase intention. The research findings are useful for the Thai e- commerce market to design marketing mix strategies and service quality factors according to consumer needs and create competitive advantages for OTOP products in the future

Keywords

• repurchase intention
• satisfaction
• marketing mix
• service quality
• e-marketplace