Causal Relationships Factors of Online Customer Attitudes on Online Customer Loyalty in Thailand
Keywords:
Online Customer Attitudes, Online Customer Loyalty, Causal Relationships, Electronic Commerce, ThailandAbstract
This research objective is 1) to determine the attitudes of online customers in the online customer loyalty model in Thailand 2) to verify the number of independent variables contained in the attitudes of online customers and 3) to study the causal relationship of online customer attitudes to online customer loyalty in E-Commerce business in Thailand. Data collected from 356 cases online customers in the country, Thailand and analyzed by using exploratory factor analysis survey. That can define in two groups. Group one is latent factors named the attitudes of online customers that consists of 7 factors. And the second group is latent factor named online customer loyalty that consists of 4 factors. The path analysis found that the route can be divided into two levels. The first level consists of 5 parameters and the second level consists of 2 parameters. The variables studied, found the relationship of variable, directly and indirectly, directly have 6 routes and indirectly have 2 levels, number of indirect is 12 routes and 15 routes. Models based on assumptions are in harmony with the empirical data. The results of this study can be used to test and verify the suitability of the model as well as to confirm the relationship between variables and factors underlying the concept of confirmatory factor analysis further.
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