• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Chloe Wu
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2014 Vol.2(1): 5-11 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2014.V2.89

The Impact of Customer Satisfaction on Online Purchasing: A Case Study Analysis in Thailand

Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan, and Jesada Sivaraks
Abstract—E-commerce is gaining importance in Thailand. Shoppers have realized the benefits of online purchasing over purchasing from Brick and Mortars. Numerous researches have focused on descriptive research on customer satisfaction and purchase intentions on online purchasing but little or no knowledge regarding factors that are most influential in motivating online purchase intention in Thailand. This research utilizes a quantitative method to test the conceptual framework of customer satisfaction that leads to online purchase intentions for all online users, experienced online purchasers and inexperienced online purchasers. The results of this research will increase researcher’s comprehension on difference in factors that influence online purchase intentions of experience and inexperienced online purchasers.

Index Terms—Customer satisfaction, e-commerce, and purchase intentions.

T. Jiradilok is with the College of Management , Mahidol University, Bangkok, Thailand
S. Malisuwan is with the Elected Vice Chairman of National Broadcasting and Telecommunications Commission (NBTC), Bangkok, Thailand (e-mail: settapong.m@nbtc.go.th).
J. Sivaraks is with the Secretary to Vice Chairman of National Broadcasting and Telecommunications Commission (e-mail: jesada.s@nbtc.go.th).
N. Madan is with the Assistant to Vice Chairman in National Broadcasting and Telecommunications Commission, Bangkok, Thailand (e-mail: navneet.m@nbtc.go.th).

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Cite:Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan, and Jesada Sivaraks, "The Impact of Customer Satisfaction on Online Purchasing: A Case Study Analysis in Thailand," Journal of Economics, Business and Management vol. 2, no. 1, pp. 5-11, 2014.

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