A DYNAMIC MODEL OF FACTORS INFLUENCING OF TRUST...
WRITER: THANAT SAENGHIRAN AND SIRION CHAIPOOPIRUTANA
A dynamic model of factors influencing of trust, attitude, subjective norm, and perceived behavior control on e-commerce repurchase intention towards generation Z in Thailand
Abstract
The purpose of this study is to examine the factors influencing the repurchase intentions of Generation Z consumers on e-commerce platforms based on the TPB model. An online survey was conducted during February and March 2022 through purposive sampling and convenience sampling techniques. The target respondents are Gen Z consumers, aged between 18 to 25 years during the data collection, who have experience of buying products via e-commerce platforms on at least one occasion.
Initially 430 questionnaire responses were collected, of which a total of 400 were deemed valid for use in data analysis after data cleaning. Simple Linear Regression and Multiple Linear Regression were applied for hypothesis testing. The results showed that attitude was the most important factor affecting the repurchase decisions of Gen Z consumers, followed by subjective norms. Trust did not show any direct significant impact on repurchase intentions; rather, it was shown to have an impact on consumer attitude. Accordingly, it is suggested that promoting Gen Z consumers awareness, and investing in influencers, are effective strategies to develop a positive attitude towards e-commerce among Gen Z consumers. Moreover, developing a reliable and secure transaction system and prompt delivery system can enhance Gen Z consumers’ trust.
Keywords
Perceived Behavioral Control, Attitude, Subjective Norms, Trust, Repurchase Intentions, Theory of Planned Behavior
Citation
Saenghiran, T., & Chaipoopirutana, S. (2023). A dynamic model of factors influencing of trust, attitude, subjective norm,
and perceived behavior control on e-commerce repurchase intention towards generation Z in Thailand.
Social Science Asia, 9(1), 1-18. https://doi.org/10.14456/ssa.2023.2
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About Author
A. Thanat Saenghiran
Summary
He received his Bachelor’s degree in engineering, from the Vincent Mary School of Engineering and a Master’s in Business Administration, from the Martin de Tours School of Management and Economics, Assumption University of Thailand. He is willing to learn new things and gain more experience to develop himself.
Education
| 2021 - 2022 |
Assumption University of Thailand |
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- Master of Business Administration
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| 2015 - 2019 |
Assumption University of Thailand |
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- Bachelor of Engineering, Aeronautic Engineering Major concentration in Aircraft Maintenance Engineering
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| 2012 - 2015 |
Saint Gabriel's College |
Experience
| June 2018 - present |
Assistant lecturer, ABLE UBI Center, Assumption University of Thailand |
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- Assist the lecturer in case of assignments and learning materials for students
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- Edit, update and upload news and information about ABLE UBI Center on Social Media
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- Other duties as assigned by the director of ABLE UBI Center
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| June - August 2018 |
Internship in Engineering Department, Assumption University of Thailand |
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Routine/Daily inspection |
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Perform pre-flight, post-flight |
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- service check and overnight check under
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- supervisions
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Skills
- Computer Literacy Microsoft Word, Excel and PowerPoint
- Critical Thinking
- Creative and Initiative
- Collaboration and Teamwork
- Hard working
- Interpersonal and communication skill
- Fluently speak read and write Thai and English (Bilingual)
Publication
Saenghiran, T., & Chaipoopirutana, S. (2023). A dynamic model of factors influencing of trust, attitude, subjective
norm, and perceived behavior control on e-commerce repurchase intention towards generation Z in Thailand.
Social Science Asia, 9(1), 1-18.
Asst. Prof. Dr. Sirion Chaipoopirutana
Summary
Asst. Prof. Dr. Sirion Chaipoopirutana joined Assumption University of Thailand in 2000 as a faculty member of the Graduate School of Business.
Education
| 1998 |
Nova Southeastern University, USA |
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- Doctor of Philosophy in Business Administration with a major in Marketing
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| 1996 |
Mercer University, USA |
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- Master of Business Administration in Finance
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- Master of Business Administration in Marketing
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| 1984 |
Srinakharinwirot University |
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- Master of Education in Science
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| 1979 |
Srinakharinwirot University |
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- Bachelor of Education in Science
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Since the completion of her degrees, Asst. Prof. Dr. Sirion has conducted many research projects which have resulted in publications in several national and internationally recognized journals. In 2011, she was awarded the St. Thomas Aquinas Award for Research (Third Class) for her numerous research endeavours and paper awards. In 2014, she was awarded the St. Thomas Aquinas Award for Research (Second Class) for contributing immensely and increasing the research capacity of the University. In 2016, she was awarded the St. Martin de Tours Award for Excellence in Performance (Third Class) for her excellent teaching performance.
Asst. Prof. Dr. Sirion’s research interests include marketing, service quality, building brand loyalty building, advertising, bank marketing, e-commerce, emarketing, green marketing, buyer behavior, and international marketing. In addition, she has worked on various research activities with other Professors and with many graduate students. This has resulted in numerous presentations at both national and international conferences.
Research Articles
- Chaipoopirutana, Sirion. and Minakan, Nawin. (2023). Use of partial least square structural equation modeling (PLS-SEM) in customer intention to reuse innovative
electronic payment. ABAC Journal, 43(3), (April-June), SCOPUS (Q1)
- Saenghiran, Thanat and Chaipoopirutana, Sirion. (2023). A dynamic model of factors influencing of trust, attitude, subjective norm, and perceived behavior control on E-commerce repurchase intention towards generation Z in Thailand. Social Science Asia, 9(1), January, 1-18
- Kitjaroenchai, Mananchaya and Chaipoopirutana, Sirion. (2022). Mixed method: Antecedents of online repurchase intenti on of generation Y towards apparel product s on E-commerce in Thai l and. ABAC Journal, 42(I), (January-March), SCOPUS (Q2)
- Jaengprajak, Wisuta and Chaipoopirutana, Sirion. (2022). Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: A mixed methods approach. ABAC Journal, 42(2), (April-June), SCOPUS (Q2)
- Khan, Rizvi and Chaipoopirutana, Sirion (2020). Factors influencing users’ behavioral intention to reuse mobile financial services in Bangladesh. Journal of Management and Marketing Review (JMMR) 5(3), 155-169
- Bunmas, Pichansak and Chaipoopirutana, Sirion. (2020). An empirical research of factors influencing of perceived service quality, corporate image, and customer satisfaction on customers’ intention to revisit the plastic surgery clinic in Chonburi, Thailand. Journal of Research Development Institute, Rajabhat Maha sarakham University (JRDI),7(2), July-December (Thailand Citation Index group 2)
Best Research Paper Award for Academic Research at the AU Virtrual International Conference, Bangkok, Thailand
- Wang, Yongshi and Chaipoopirutana, Sirion. A Model for Evaluating Online Game Players: A Study of Enjoyment, Interaction, Flow Experience, and Motivation towards Attitude and Intention Behavior in China. Proceeding of the “AU Virtual International Conference 2020 on Entrepreneurship and Sustainability in the Digital Era (ICESDE)” at Assumption University of Thailand held on the October 30, 2020
International Proceeding Research Article Publications:
- “An Examination of the Influence of Job-Related Factors, Leadership Styles, and Job Satisfaction in India" Publicized at Proceeding of the 26th Annual Conference of American Society of Business and Behavioral Science (ASBBS), Las Vegas, Nevada, USA. on February 19 to 22, 2016 (with Komolmas Martin Prathip, and Lukose Saji) the Best Paper (Research) of a Track in USA.: ASBBS 2016
- “The Influence of Brand Attributes, Perceived Congruence, Website Image, Advertising, Emotional Attachment, and Consumer-Company Identification on Corporate Image of New Model Shopping Mall In Bangkok” Publicized at Proceeding of the 26th Annual Conference of American Society of Business and Behavioral Science (ASBBS), Las Vegas, Nevada, USA. on February 19 to 22, 2016 (with Vilasai, Kannanat) The Best Paper (Research) of a Track In USA.: ASBBS 2016
- “An Examination of The Influential Factors of Packaging, Price Sensitivity and Brand Image on Frozen Food Consumer Buying Behavior in Bangkok, Thailand” Publicized at Proceeding of the 26th Annual Conference of American Society of Business and Behavioral Science (ASBBS), Las Vegas, Nevada, USA. on February 19 to 22, 2016 (with Thiendej, Peeraput)
- Suzuki, Weerin, Chaipoopirutana, Sirion, and Combs, Howard (2019). An Examination of Factors Influencing Repurchase Intention Towards a Fashion Brand in Thailand. Proceeding of “The 2019 Atlantic Marketing Association Conference” Asheville, North Carolina, September 25 – 28, 2019
- Wagner, Dennis, Chaipoopirutana, Sirion, and Combs, Howard. (2019). A Study of Factors Influencing the Online Purchasing Intention toward Online Shopping in Thailand. Proceeding of “The 2019 Atlantic Marketing Association Conference” Asheville, North Carolina, September 25 – 28, 2019
International Proceeding Research Article Publications in Thailand:
- “The Role of Service Quality, Image, Satisfaction, Trust in Predicting Customer Loyalty Towards Industrial and Commercial Bank of China in Bangkok, Thailand” Publicized at Proceeding of the International Research Conference “Development of Global Economy and its impact on Social Inequal Trade, Law, Entrepreneurship, Commerce, Humanities, Environment, and other Social Issues”, Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand on May 21 – 22, 2015. Jointly Organised by Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand; International Association of Academicians and Researchers INAAR (Asia - Pacific); and Muslim Studies Center, Institute of Asian Studies, Chulalongkorn University, Thailand. International Journal of Business, Management & Social Sciences (IJBMSS), Vol. IV, Issue 9(1), May, 2015 (with Yang, Liqian; and Said Ali Ismail)
- “A Study of Factors Affecting Employees’ Job Satisfaction: A Case of Beidahuang Potato Company in Heilongjiang, China” Publicized at Proceeding of the International Research Conference “Development of Global Economy and its impact on Social Inequal Trade, Law, Entrepreneurship, Commerce, Humanities, Environment, and other Social Issues”, Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand on May 21 – 22, 2015. Jointly Organised by Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand; International Association of Academicians and Researchers INAAR (Asia - Pacific); and Muslim Studies Center, Institute of Asian Studies, Chulalongkorn University, Thailand. International Journal of Business, Management & Social Sciences (IJBMSS), Vol. IV, Issue 9(1), May, 2015 (with Hao Lanqing)
- “The Influential Factors on Consumers’ Brand Loyalty for Cosmetics: A case Study of L’OREAL Brand in Yangon, Myanmar” Publicized at Proceeding of the International Research Conference “Development of Global Economy and its impact on Social Inequal Trade, Law, Entrepreneurship, Commerce, Humanities, Environment, and other Social Issues”, Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand on May 21 – 22, 2015. Jointly Organised by Faculty of Social Science, Srinakharinwirot University, Bangkok, Thailand; International Association of Academicians and Researchers INAAR (Asia - Pacific); and Muslim Studies Center, Institute of Asian Studies, Chulalongkorn University, Thailand. International Journal of Business, Management & Social Sciences (IJBMSS), Vol. IV, Issue 9(1), May, 2015 (with Aung Lin Nay)
- Liu, Jie and Chaipoopirutana, Sirion. An investigation on the Influence of Service quality, Trust, Satisfaction on Online Repurchase Intention and Willingness to Recommend in China. Proceeding of the “AU Virtual International Conference 2020 on Entrepreneurship and Sustainability in the Digital Era (ICESDE)” at Assumption University of Thailand held on the October 30, 2020 Best Paper Presentation Award
Training and Seminar Experiences
- QA seminar “Internal Auditors Training” at King David Hall, Assumption Suvannabhumi Campus, Bangkok, Thailand between 12 – 14 Jan., 2010
- “SAS Training Program” at Assumption Hua Mak Campus, Bangkok, Thailand between 21 Oct. 2010 to 3 Nov., 2010 and 4 -7 Jan., 2011.
- “The China-ASEAN University Presidents forum for Innovation and Entrepreneurship Education” organized by Guizhou Institute of Technology in GuiYang, Guizhou, China, on July 27-28, 2017
- AMOS (Analysis of Moment Structures) versions: 6, 7, 16, 17, 18, and 25 to analyze SEM (Structural Equation Model) for PhD level (2018 -2023)
Computer Skills:
- SPSS (Statistic Package for Social Sciences) versions: 6.1, 6.5, 7.0, 7.5, 8.0, 8.5, 9.1, 10.05, 11.0, 11.5, 12,12.5, 13.5, 14, 15, 16, 17, 18, 19,20, 21, 22, 25, 26, and 27.
- AMOS (Analysis of Moment Structures) versions: 6, 7, 16, 17, 18, and 25 to analyze SEM (Structural Equation Model)
- SAS
- PLS-SEM (Partial Least Squares Structural Equation Modeling)
