Factors affecting E-loyalty towards online shopping platform in Bangkok Thailand

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.