Journal of Administrative and Business Studies
Journal ISSN: 2414-309X
Article DOI:
Received: 18 June 2017
Accepted: 26 July 2017
Published: xxxxxx
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  • Factors affecting intention to repurchase for e-commerce in Thailand

Theeraphat Polcharoensuk, Khanchitpol Yousapornpaiboon

Published online: 2017


This study aims to study the factors that affect an individual’s intention to repurchase from ecommerce system in Thailand by integrating two models—Technology Acceptance Model (TAM) and an Expectation Conϐirmation Model (ECM) into one research model. Four hundred online questionnaires were collected from Thais who have had at least two experiences of purchasing goods or services through an e-commerce system in Thailand. The results indicate that (1) perceived ease of use has a direct impact on trust and perceived usefulness, (2) conϐirmation has a direct impact on perceived usefulness and satisfaction, (3) trust has a direct impact on perceived usefulness and online repurchase intention, (4) perceived usefulness has a direct impact on satisfaction and online repurchase intention, (5) satisfaction has a direct impact on online repurchase intention. It is evident that satisfaction is the most inϐluential factor affecting an online repurchase intention while conϐirmation is the strongest factor affecting satisfaction. The evidence from this study suggests that satisfaction (R2 = 0.761) is the main factor that generates intention to repurchase form an e-commerce system, hence entrepreneurs should take satisfaction as one of their highest considerations