The impact on repurchase intention of cosmetic via Facebook in Songkhla province
Business Administration (Business Administration (International Program)), 2019
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
Prince of Songkla University
2022
|
| Subjects: | |
| Online Access: | http://kb.psu.ac.th/psukb/handle/2016/17544 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Prince of Songkhla University |
| Language: | English |
| id |
th-psu.2016-17544 |
|---|---|
| record_format |
dspace |
| spelling |
th-psu.2016-175442022-09-19T04:33:25Z The impact on repurchase intention of cosmetic via Facebook in Songkhla province ผลกระทบต่อการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊คในจังหวัดสงขลา Kansuda Mahasawat Sirinuch Loykulnanta Faculty of Management Sciences (Business Administration) คณะวิทยาการจัดการ ภาควิชาบริหารธุรกิจ Technology Acceptance Model Perceived usefulness Perceived ease of use Repurchase intention Perceived risk Business Administration (Business Administration (International Program)), 2019 The main aim of this study is to apply technology acceptance model in investigating the prepurchase intention of cosmetic products through Facebook. This study therefore examined the impact of perceived usefulness, perceived ease of use, and perceived risk on the repurchase intention of cosmetic product through Facebook. Quantitative research method with questionnaire adopted from previous studies was used. A total of 239 respondents who have purchased cosmetic product via Facebook at least once have responded to the online survey. In order to answer the research questions generated in the study, both descriptive and inferential statistical analysis were conducted. Multiple linear regression analysis was used to analyze the impact of perceived usefulness, perceived ease of use, and perceived risk on repurchase intention. The result revealed that perceived usefulness and perceived ease of use both have positive impact on the intention to repurchase cosmetic product through Facebook. However, the perceived risk has no impact on the intention to repurchase cosmetic through Facebook. Thus, the perceived risk inherent in purchasing online does not prevent customers from repeat purchase. The practical implication of this study is useful for the vendors who sell cosmetic product through Facebook. การศึกษาครั้งนี้มีจุดประสงค์คือการประยุกต์แบบจำลองการรับรู้ การใช้เทคโนโลยีเพื่อสำรวจการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊ค และเพื่อตรวจสอบผลกระทบของการรับรู้ผลของการใช้ประโยชน์ที่เกิดจากการใช้เฟสบุ๊ค การรับรู้ถึงความง่ายที่เกิดจากการใช้เฟสบุ๊ค การรับรู้ถึงความเสี่ยงที่เกิดจากการใช้เฟสบุ๊ค ต่อการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊ค 2022-09-19T04:33:25Z 2022-09-19T04:33:25Z 2019 Thesis http://kb.psu.ac.th/psukb/handle/2016/17544 en Attribution-NonCommercial-NoDerivs 3.0 Thailand http://creativecommons.org/licenses/by-nc-nd/3.0/th/ application/pdf application/pdf Prince of Songkla University |
| institution |
Prince of Songkhla University |
| building |
Khunying Long Athakravi Sunthorn Learning Resources Center |
| continent |
Asia |
| country |
Thailand Thailand |
| content_provider |
Khunying Long Athakravi Sunthorn Learning Resources Center |
| collection |
PSU Knowledge Bank |
| language |
English |
| topic |
Technology Acceptance Model Perceived usefulness Perceived ease of use Repurchase intention Perceived risk |
| spellingShingle |
Technology Acceptance Model Perceived usefulness Perceived ease of use Repurchase intention Perceived risk Kansuda Mahasawat The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| description |
Business Administration (Business Administration (International Program)), 2019 |
| author2 |
Sirinuch Loykulnanta |
| author_facet |
Sirinuch Loykulnanta Kansuda Mahasawat |
| format |
Theses and Dissertations |
| author |
Kansuda Mahasawat |
| author_sort |
Kansuda Mahasawat |
| title |
The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| title_short |
The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| title_full |
The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| title_fullStr |
The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| title_full_unstemmed |
The impact on repurchase intention of cosmetic via Facebook in Songkhla province |
| title_sort |
impact on repurchase intention of cosmetic via facebook in songkhla province |
| publisher |
Prince of Songkla University |
| publishDate |
2022 |
| url |
http://kb.psu.ac.th/psukb/handle/2016/17544 |
| _version_ |
1745577763069231104 |