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Determining the Online Purchasing Loyalty for Thai Herbal Products
Abstract:The objective of this study is to identify the factors that influence the online purchasing loyalty for Thai herbal products. Survey research is used to gather data from Thai herb online merchants to assess factors that have impacts on enhancing loyalty. Data were collected from 300 online customers who had experience in online purchasing of Thai Herbal products. Prior experience consists of data from previous usage of online herbs, herb purchase and internet usage. E-Quality data consists of information quality, system quality, service quality and the product quality of Thai herbal products sold online. The results suggest that prior experience, Equality, attitude toward purchase and trust in online merchant have major impacts on loyalty. The good attitude and E-Quality of purchasing Thai herbal product online are the most significant determinants affecting loyalty.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1057181Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1505
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