Determining the Online Purchasing Loyalty for Thai Herbal Products
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.
[1] Ajzen, I. and Fishbein, M. 1980. Understanding Attitudes and
Predicting Social Behavior. Prentice-Hall, Englewood Cliffs, NJ.
[2] Beccerra P. E. and Korgaonkar K. P. 2009. Hispanics- Information
Search and Patronage Intentions Online. Journal of Electronic
Commerce Research. 10(2): 76-93.
[3] Chow W. S. and Angie N. K. O. 2006. A Study of Trust in E-Shopping
before and after first-hard experience is gained. The Journal of
Computer Information System. 46(6):125-130.
[4] DeLone W. H. and McLean E. R. 1992. Information Systems Success:
The Quest for the Dependent Variable. The Institute of Management
Science. 60-95.
[5] DeLone W. H. and McLean E. R. 2004. Measuring e-Commerce
Success: Applying the DeLone & McLean Information Systems Success
Model. International Journal of Electronic Commerce. 9(1):31-47.
[6] Gefen D., Karahanna E. and Straub D. W. 2003. Trust and TAM in
online shopping: An integrated model. MIS Quarterly. 27(1):51-90.
[7] Harris L. C. and Goode M. M.H. 2004. The four levels of loyalty and
the pivotal role of trust: a study of online service dynamics. Journal of
Retailing. 80:139-158.
[8] Helander M. G. and Khalid H. M. 2000. Modeling the customer in
electronic commerce. Applied Ergonomics. 31:609-619.
[9] Klein L. R. 1998. Evaluating the potential of interactive media through
a new lens: search versus experience goods. Journal of Business
Research. 41:195-203.
[10] Leung Y. A. 1997. Use of herbs in consumer products--part II.
ABI/INFORM Global. 160(5): 34-41.
[11] National Statistical Office of Thailand (TNSO). 2009. Report of
Thailand e-commerce status in 2008. retrieved on October 30, 2009
from http://service.nso.go.th/nso/nsopublish/download/docdown.html
[12] Niva M. and Mäkelä J. 2007. Finns and functional foods: sociodemographics,
health efforts, notions of technology and the
acceptability of health-promoting foods. International Journal of
Studies. 31: 34-45.
[13] Odekerken-Schroder, G., de Wulf, K., Kasper, H., Kleinjnen, M.,
Hoekstra, J., Commandeur, H. 2001. The impact of quality on store
loyalty: a contingency approach. Total Quality Management. 12(3):307-
22.
[14] Olson J. S. and Olson G. M. 2000. i2i Trust in E-commerce.
Communications of the ACM. 43(12): 41-44.
[15] Parauraman A., Zeithaml V. A. and Berry L. L. 1985. A Conceptual
Model of Service Quality and Its Implications for Future Research.
Journal of Marketing. 49:41-50.
[16] Pavlou P. A. and Chai L. 2002. What drives electronic commerce across
cultures? A cross-cultural empirical investigation of the Theory of
Planned Behavior. Journal of Electronic Commerce Research.
3(40):240-253.
[17] Piyakate et al. 2004. Report of development analysis of merchant
electronic project. retrieved on June 24, 2009 from
http://www.thairegistration.
[18] Ribbink D., Riel A. C. R. V., Liljander V. and Streukens S. 2004.
Comfort your online customer: quality, trust and loyalty on the internet.
Managing Service Quality. 14(6):446-456.
[19] Rodgers W., Negash S. and Suk K. 2005. The Moderating Effect of Online
Experience on the Antecedents and Consequences of On-Line
Satisfaction. Psychology & Marketing. 22(4):313-331.
[20] Sendon P. B. 1997. A Respecification and Extension of the DeLone and
McLean Model of IS Success. Information Systems Research. 8(3):240-
253.
[21] Shim S., Eastlick A. M., Lotz L. S. and Warrington P. 2001. An online
prepurchase intentions model: The role of intention to research. Journal
of Retailing. 77:397-416.
[22] SMEs THAI. 2009. Upgrade SME to e-SME in 2009. retrieved on
October 30, 2009 from
http://www.iwisdom.co.th/v15/index.php?option=com_content&view=a
rticle&id=634:-sme-e-sme-52&catid=57:e-update&Itemid=330.
[1] Ajzen, I. and Fishbein, M. 1980. Understanding Attitudes and
Predicting Social Behavior. Prentice-Hall, Englewood Cliffs, NJ.
[2] Beccerra P. E. and Korgaonkar K. P. 2009. Hispanics- Information
Search and Patronage Intentions Online. Journal of Electronic
Commerce Research. 10(2): 76-93.
[3] Chow W. S. and Angie N. K. O. 2006. A Study of Trust in E-Shopping
before and after first-hard experience is gained. The Journal of
Computer Information System. 46(6):125-130.
[4] DeLone W. H. and McLean E. R. 1992. Information Systems Success:
The Quest for the Dependent Variable. The Institute of Management
Science. 60-95.
[5] DeLone W. H. and McLean E. R. 2004. Measuring e-Commerce
Success: Applying the DeLone & McLean Information Systems Success
Model. International Journal of Electronic Commerce. 9(1):31-47.
[6] Gefen D., Karahanna E. and Straub D. W. 2003. Trust and TAM in
online shopping: An integrated model. MIS Quarterly. 27(1):51-90.
[7] Harris L. C. and Goode M. M.H. 2004. The four levels of loyalty and
the pivotal role of trust: a study of online service dynamics. Journal of
Retailing. 80:139-158.
[8] Helander M. G. and Khalid H. M. 2000. Modeling the customer in
electronic commerce. Applied Ergonomics. 31:609-619.
[9] Klein L. R. 1998. Evaluating the potential of interactive media through
a new lens: search versus experience goods. Journal of Business
Research. 41:195-203.
[10] Leung Y. A. 1997. Use of herbs in consumer products--part II.
ABI/INFORM Global. 160(5): 34-41.
[11] National Statistical Office of Thailand (TNSO). 2009. Report of
Thailand e-commerce status in 2008. retrieved on October 30, 2009
from http://service.nso.go.th/nso/nsopublish/download/docdown.html
[12] Niva M. and Mäkelä J. 2007. Finns and functional foods: sociodemographics,
health efforts, notions of technology and the
acceptability of health-promoting foods. International Journal of
Studies. 31: 34-45.
[13] Odekerken-Schroder, G., de Wulf, K., Kasper, H., Kleinjnen, M.,
Hoekstra, J., Commandeur, H. 2001. The impact of quality on store
loyalty: a contingency approach. Total Quality Management. 12(3):307-
22.
[14] Olson J. S. and Olson G. M. 2000. i2i Trust in E-commerce.
Communications of the ACM. 43(12): 41-44.
[15] Parauraman A., Zeithaml V. A. and Berry L. L. 1985. A Conceptual
Model of Service Quality and Its Implications for Future Research.
Journal of Marketing. 49:41-50.
[16] Pavlou P. A. and Chai L. 2002. What drives electronic commerce across
cultures? A cross-cultural empirical investigation of the Theory of
Planned Behavior. Journal of Electronic Commerce Research.
3(40):240-253.
[17] Piyakate et al. 2004. Report of development analysis of merchant
electronic project. retrieved on June 24, 2009 from
http://www.thairegistration.
[18] Ribbink D., Riel A. C. R. V., Liljander V. and Streukens S. 2004.
Comfort your online customer: quality, trust and loyalty on the internet.
Managing Service Quality. 14(6):446-456.
[19] Rodgers W., Negash S. and Suk K. 2005. The Moderating Effect of Online
Experience on the Antecedents and Consequences of On-Line
Satisfaction. Psychology & Marketing. 22(4):313-331.
[20] Sendon P. B. 1997. A Respecification and Extension of the DeLone and
McLean Model of IS Success. Information Systems Research. 8(3):240-
253.
[21] Shim S., Eastlick A. M., Lotz L. S. and Warrington P. 2001. An online
prepurchase intentions model: The role of intention to research. Journal
of Retailing. 77:397-416.
[22] SMEs THAI. 2009. Upgrade SME to e-SME in 2009. retrieved on
October 30, 2009 from
http://www.iwisdom.co.th/v15/index.php?option=com_content&view=a
rticle&id=634:-sme-e-sme-52&catid=57:e-update&Itemid=330.
@article{"International Journal of Business, Human and Social Sciences:51552", author = "Chummanond Natchaya and Rotchanakitumnuai Siriluck", title = "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.", keywords = "e-Commerce, Thai herb, E-Quality, satisfaction,loyalty.", volume = "4", number = "4", pages = "358-4", }
