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Title: | Factors affecting E-loyalty towards online shopping platform in Bangkok Thailand |
Authors: | Mo.Yi |
Keywords: | E-Loyalty Online Shopping Platform Web Design Technology Product and Value Service Quality Security and Trust Brand Promoting Activities |
Issue Date: | 2017 |
Publisher: | Bangkok University |
Abstract: | This research is to investigate the factors that affect E-loyalty towards online
shopping platforms in Bangkok Thailand, to see whether and how “Web Design”,
“Technology”, “Product and Value”, “Service Quality”, “Security and Trust” and
“Brand Promoting Activities” influence the level of loyalty of online shoppers
towards the online shopping platforms. This study is a quantitative research and
survey strategy was adopted by using a self-administrated questionnaire to collect
data. An online questionnaire using Google Drive was created to collect 402 valid
respondents, cross tabulation and multinomial logistic regression were used as data
analysis method. The result of the study shows that “Web Design”, “Technology”,
“Product and Value”, “Service Quality”, “Security and Trust” and “Brand Promoting
Activities” all have significant influences on e-loyalty of online shoppers towards
online shopping platforms in Bangkok Thailand, detailed dimensions of each factors
that affects e-loyalty were also revealed. |
Description: | Independent Study (M.B.A)--Graduate School, Bangkok University, 2017 |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/2854 |
Appears in Collections: | Independent Studies - Master Independent Studies
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