—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.
—Customer satisfaction, e-commerce, and
T. Jiradilok is with the College of Management , Mahidol University,
S. Malisuwan is with the Elected Vice Chairman of National
Broadcasting and Telecommunications Commission (NBTC), Bangkok,
Thailand (e-mail: firstname.lastname@example.org).
J. Sivaraks is with the Secretary to Vice Chairman of National
Broadcasting and Telecommunications Commission (e-mail:
N. Madan is with the Assistant to Vice Chairman in National
Broadcasting and Telecommunications Commission, Bangkok, Thailand
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.