Factors Influencing Loyalty to Buying and Selling Food Products through E-Marketplace in Thailand

• 영문명: Factors Influencing Loyalty to Buying and Selling Food Products through E-Marketplace in Thailand
• 발행기관: 한국유통과학회
• 저자명: Seksan WERASUK Kittipol WISAENG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제9호, 1~11쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose: This study focuses on developing a structural equation model of variables influencing loyalty to buying and selling food products through e-marketplaces in Thailand. The variables investigated comprised food attributes, online system attributes, marketing innovations, attitudes, and satisfaction. Research design, data and methodology: An online questionnaire was used to collect data from a sample group (200 buyers and 200 sellers) using quota sampling. The data were analyzed using the structural equation model. Results: The developed structural equation model was consistent with the empirical data. Factors in the model could explain 40.1% of the variance in loyalty to buying and selling food products through e-marketplaces. Food attributes and online system attributes influenced satisfaction directly. Online system attributes, market innovation, and attitudes directly influenced loyalty. The developed model had no variation between groups of buyers and sellers. Conclusions: This research demonstrated the causal factors leading to consumer loyalty to buying and selling food products through e-marketplaces. The research findings help e-marketplace providers manage factors of buying and selling to comply with the needs of buyers and sellers, which will increase the number of buyers and sellers, help generate long-term profits for service providers, and increase the country's financial value.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Methodology

4. Results and Discussion

5. Conclusions & Implications

References

키워드

Online Distribution E-marketplace Food Product Loyalty