FACTORS AFFECTING THE REPURACHSE ONLINE SHOPPING INTENTION OF THAI CUSTOMERS IN BANGKOK: A CASE STUDY OF eBAY.COM

This study explores the repurchase intention to Thai customers on a well known international e-commerce web site. Specifically, it aims to examine the repurchase intention of working Thai customers in Bangkok toward eBay.com. The target population is Thai people working in three highly-ranked commercial areas of Bangkok. An alternative repurchase intention model was developed with perceived usefulness, trust, privacy, perceived interactivity and customer satisfaction as the independent variables and repurchase intention as the dependent variable. 390 Thai respondents were surveyed with a questionnaire. The Pearson’s Correlation was used to test the hypotheses. The results show that trust in a website has the ability to influence the perceived usefulness of eBay. They also show that the relationship of privacy with trust has an indirect impact on repurchase intention of Thai eBay customer and that customer satisfaction, perceived usefulness, perceived interactivity and trust directly affect the repurchase intention of Thai eBay customers.