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The Causal Model of Factors Affecting Thai Customer Loyalty Towards E-Commerce Businss

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2019-04-01 15:11:46

Lalita Phuangmah and Patchanee Cheyjanya.  (2018, July-December).  The Causal Model of Factors         Affecting Thai Customer Loyalty Towards E-Commerce Businss.  Sripatum Review of                    Humanities and Social Sciences.  10(2),76-85.


        The objrctives of this research were 1.to develop a causal model of factors affecting thai customer’s loyalty towards e-commerce businss; and2.to examine the goodness of fit of the causal model of factors affecting thai customer’s loyalty towards e-commerce businss with the emoirical data. The research model consisted of 9 latent variables, namely, information, quality, system quality, product and service quality , brand image, markrting communication tools, perceived value, satisfaction, trust, and loyalty.


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