The impact of consumers’ satisfaction and repurchase intention on

e-commerce platform: A case study of the top three e-commerce in

Bangkok
Chonthicha Khanijoh1*, Chompu Nuangjamnong2, and Kitikorn Dowpiset3

*Bangkok, 10240, Thailand Graduate School of Business, Assumption University of Thailand

E-mail: [email protected]

Abstract

This study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-
commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact of consumers’
satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and
repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic.
The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic
to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples
who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability
purposive sampling technique for data collection. In this research, the results presented that consumer behavior
towards E-commerce after the COVID-19 pandemic is likely to be changed. The most influencing factor impacting
consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand
popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the
repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.

Keywords: Consumers’ Satisfaction, Perceived Brand Popularity, Perceived Innovativeness, Perceived Value,
Platform Quality, Repurchase Intention.

JEL Classification Code: J40, M10, M20, M30, M31, M39

1. Introduction
Internet and websites have brought out a huge change to the society and the way companies conduct their
business activities. The buying and selling of products or any business transaction are done electronically through
online service or over the internet connection are currently receiving worldwide attention. Moreover, the underlying
motive is to reduce manufacturing costs and gain bigger accessibility. Nevertheless, buyers enjoy the benefits of
effortless and price comparison shopping. This gives rise to the E-commerce era. It appears that E-commerce
contributed from 1% of total retail sales in the US in 2000 to 16% in 2019 and is expected to grow even more in 2021.
Besides, potential buyers are 21.8% of the world’s population (Thomsen, 2019). This rapidly growing trend convinced
most of the businesses to build an online store and penetrate different markets. It is therefore not surprising that with
the growing online shopping trend, many companies and retailers are facing a traumatic challenge with the common
objectives to expand their business and gain sales revenue.
As of August 2019, Alibaba contributes the highest global market share with the revenue of more than 768
billion dollars, followed by Amazon, JD.com, eBay, Shopify, Rakuten, and Walmart (Levy, 2019). However, the most
preferred E-commerce platform in Thailand is apparently Shopee Thailand, Lazada Thailand, and JD Central.
Considering that buyers play an important role in the E-commerce system, where their spending is on companies’
revenue, these E-commerce companies need to understand their potential consumers and the market thoroughly.
Several research articles have indicated that there is a relationship between consumers’ satisfaction and a wide range

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of factors. Few instances perceived value (Hsin-Hui Lin, 2006; Zhan Chen, 2003), platform quality and functionality
(Chun-Chun Lin, 2011), innovativeness (Crespo, 2008), and popularity (Simon, 2006).
Furthermore, it is indicated in the previous study that consumers’ satisfaction has an impact on consumers’
spending. (Nisar, 2017). Likewise, internet usage has a gender gap. Males appear to be more experienced and have
more favorable attitudes toward computers and online networking than females do (Morahan-Martin, 2009), hence,
they tend to spend a much longer time. Also, younger generations develop computer knowledge more easily, leading
to greater Internet experience compared to elders (Wan, 2012). As previously indicated, consumers play an important
role in the E-commerce system, hence, the focus of this study is to determine the underlying factors impacting
consumers’ satisfaction such as platform quality, perceived value, perceived innovativeness and perceived brand
popularity, which further lead to consumers repurchase intention. Secondly, to determine the consumers’ satisfaction
and repurchase intention by the impact of the difference in gender and age group of consumers. From the academic
perspective, the insights will create a better understanding of the topic.
According to the website Bangkok Post, the top three E-commerce platform in Thailand are Shopee Thailand,
Lazada Thailand and JD Central. Shopee is an E-commerce firm headquartered in Singapore, with operations under
the Sea Group (originally known as Garena), established in the year 2015 by Forrest Li. Shopee has since expanded
globally which included Malaysia, Indonesia, Thailand, the Philippines, Taiwan, Brazil and Vietnam. It facilitates the
purchasing and selling of products online to consumers in Taiwan and South East Asia. Lazada is an E-commerce
firm founded by Maximilian Bittner in 2012 with Rocket Internet's financial support and Alibaba operates the
business.
In 2014, Lazada Group controlled sites in many countries and earned about US$ 647 million for various
investments. The business strategy is selling the inventories from its own warehouse to customers. JD.com, Inc. is a
Chinese E-commerce company based in Beijing, also known as Jingdong and formerly named 360buy. Liu Qiangdong
established the company on 18 June 1998 and its shopping platform shifted online in 2004. It began as a magneto-
optical online store but eventually broadened, selling electronics, computers, cell phones and other such.
The Covid-19 pandemic, or in another phrase, coronavirus pandemic, is an emerging pandemic triggered by
serious sudden coronavirus infection 2 (SARS‐CoV‐2). The pandemic had first been spotted in Wuhan, China, in
December 2019, and have hit Thailand on 13th January 2020. The infection has been deemed by the World Health
Organization (WHO) to be a national emergency of international concern, and a disease outbreak. As of 24 th July
2020, more than 15.5 million Covid-19 patients were filed in more than 188 countries and regions, leading in more
than 560,000 fatalities. About 8.87 million people are recovering from the virus. The situation has changed quickly.
The majority of individuals considered safe to gather in one spot has fallen from thousands to hundreds to ten.
Numerous large cities are closing down eateries, movie theaters, nightclubs, and sports centers. Several office staff,
however, face a new challenge of working telecommuting from home at full-time. Covid-19 may have caused tourism
revenue to drop, but it has opened the path for E-commerce to expand as consumers shift to online platforms to
purchase goods and services and avoid going into crowded areas to avoid the threat of the virus. Throughout this time,
sales of online products have doubled, not only products related to virus protection, but daily consumer goods and
related healthcare are among the categories receiving the highest sales through the E-commerce platform.

2. Research Objectives
The objective of this study are to determine the impact of perceived brand leadership (Platform Quality,
Perceived Value, Perceived Innovativeness, and Perceived Brand Popularity) on consumers’ satisfaction; to determine
the impact of consumers’ satisfaction on repurchase intention; to determine the impact of different genders on
consumers’ satisfaction and repurchase intention; to determine the impact of different age group on consumers’
satisfaction and repurchase intentions; to determine consumer behavior towards E-commerce after the COVID-19
pandemic.

3. Literature Review
3.1 Repurchase Intention
Repurchase intention theory states that an active consumer would purchase a something from the very same
online platform (Chiu, 2002). Consumers make potential buys which are always stronger in value than the initial buys
– if the initial buying experience is a successful one (Griffis, 2012). Unhappy consumers could complain about the
online platform's overall performance (Lee & Cude, 2011), and their unhappiness is likely to affect the intention to

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repurchase (Fang, 2011). It is also suggested that repurchase intention is linked to the concept of brand loyalty (Long-
Yi-Lin & Yeun-Wen Chen; 2009).

3.2 Consumers’ Satisfaction

Consumers’ satisfaction can be defined as the psychological pleasure of consumers with the actual return on
product payment (Howard & Sheth, 1969). In other words, to what extent a user feels that the quality or performance
of a product or service has fulfilled or exceeded their expectations (Kim, 2007). It is assumed to be a predictor of
future profits for a business (Reichheld & Sasser, 1990). The underlying premise that attracting new customers is even
more expensive than retaining old ones clearly demonstrates the organizational drive towards the satisfaction of
consumers (Fornell & Wernerfelt, 1987; Winston, 1988). Econometric models have also recently shown that consumer
satisfaction is uniformly related to financial returns (Edvardsson, 2000) and levels of productivity (Anderson, 1997).
For this reason, many companies perform customer satisfaction surveys and analyze the report (Marketing News,
1995).

3.3 Platform Quality

Platform quality can be defined as a buyer's determination of the attributes and benefits of a brand (Zeithaml,
1988; Chang & Ko, 2014). It is not the empirical output of the product but the consumer's subjective expectations that
rely on their expectations (Buil, 2008). The quality of the platform is therefore defined as a platform's overall
excellence or efficiency in communicating messages effectively to its viewers and observers (Jeong, 2003). It has
received significant interest from both academics and practitioners due to its critical role in developing the purchasing
intentions of customers.

3.4 Perceived Value

Perceived value is defined as a complete evaluation by the consumer of the usefulness of the brand, based on
the judgments of what's been received (e.g. satisfaction, quality) and what is offered (e.g. costs and non-cash costs) as
compared to some other companies (Netemeyer et al., 2004). It requires the “what I get” (i.e. physical and affective
effects) trade-off for “what I owe” (i.e. time, effort, hard work and money) (Netemeyer et al., 2004). Once buying a
product, the consumer values the utility of a product more than its purpose. Therefore, the consumers’ perceived value
can be placed in an equation as:
Consumers’ Perceived Benefit – Consumers’ Perceived Cost = Consumers’ Perceived Value

3.5 Perceived Innovativeness

Innovativeness is characterized as the interpretation by consumers of the relative capacity of a brand to be
open to any new ideas and to come up with new alternatives (Chang & Ko, 2014). In order to gain competitive
advantage and accelerate growth, companies rely on strong brands and product innovations. Innovation product
experience is anything 'new' a brand does to bring its intent to life in culture. Without innovation by brand experience,
new products or services can have limited impact, particularly in mature markets where rivals can easily imitate, and
consumers are left with plenty of choices.

3.6 Perceived Brand Popularity

Product popularity is the perception of consumers of the relative popularity of a product which is expressed
in brand recognition and consumption (Chang & Ko, 2014). It seems that popular brands, including the market leader,
appear to gain more favorable assessments and larger market shares with the element of success in a market, rather
than without it (Kim, 1995). Popularity tends to reduce risk and enhance consumer’s confidence in their buying
decision and product evaluation process (Kim, 1995).

4. Related Literature Review

4.1 Brand Leadership (platform quality, perceived value, perceived innovativeness, and perceived brand
popularity) and consumers’ satisfaction
Online consumers’ have an emotional attachment to assess a product and its name (Kim & Lennon, 2013).
Also, brand leadership applies to the brand's ongoing process of excellence (Aaker, 1996; Aaker & Joachimsthaler,
2012). They are the attributes impacting consumer perception and their experience is further evaluated.

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4.2 Consumers’ satisfaction and Repurchase Intention
The positive relationship between satisfaction and repurchase behavior has been demonstrated in numerous
ways, both with goods and services (Trail; Lee; Shoenstedt, 2013; Ibrahim & Najjar; 2007). Through raising customer
loyalty, businesses gain a better retention ratio, a good word of mouth and an increased profit (Zeithaml, 2000).

4.3 Perceived Brand Leadership between different genders

John Gray suggested that the perspectives, motives, rationales, and actions of the male and female are
different (Gray, 1992). Men and women want different items and they are determined to have different forms to want
them and get them (Mitchell & Walsh, 2004).

4.4 Perceived Brand Leadership between different age groups

It has been proposed that younger generations develop computer knowledge more easily, leading to greater
Internet experience compared to elders (Wan et al., 2012). Young people today get better educated and learn more
quickly about technology; therefore, they tend to perceive E-commerce as ease to use (Zhou et al., 2007).

5. Hypotheses
H1: Platform Quality has a significant impact on Consumers’ Satisfaction
H2: Perceived Value has a significant impact on Consumers’ Satisfaction
H3: Perceived Innovativeness has a significant impact on Consumers’ Satisfaction
H4: Perceived Brand Popularity has a significant impact on Consumers’ Satisfaction
H5: Consumers’ Satisfaction has a significant impact on Repurchase Intention
H6: Different genders do not perceive Consumers’ Satisfaction differently
H7: Different genders do not perceive Repurchase Intention differently
H8: Different age group do not perceive Consumers’ Satisfaction differently
H9: Different age group do not perceive Repurchase Intention differently

6. Conceptual Framework
The conceptual framework is modified according to the past research, current literature and theoretical
concepts representing the impact of independent variables such as platform quality, perceived value, perceived
innovativeness, and perceived brand popularity on mediating variables such as consumers’ satisfaction. Consumers’
satisfaction then has an impact on dependent variables such as repurchase intention (figure 1).

Figure 1: The Conceptual Framework

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7. Materials and Methods
The study aims to determine the underlying factors impacting consumers’ satisfaction such as platform
quality, perceived value, perceived innovativeness and perceived brand popularity. Secondly, to determine the impact
of consumers’ satisfaction on repurchase intention. Thirdly, to determine the impact of the difference in gender and
age group of consumers on consumers’ satisfaction and repurchase intention. Moreover, this study will also determine
consumer behavior towards E- commerce after the COVID-19 pandemic. Therefore, this study is purposed to online
shopping customers who reside in Bangkok. Consequently, as this study would be the quantitative research, this study
includes many types of analysis such as Cronbach's Alpha, Multiple Linear Regression, Simple Linear Regression,
Independent Sample t-test, One-Way ANOVA and Descriptive Data Analysis.
Firstly, Cronbach’s Alpha has been used to test the questionnaire’s reliability and whether there were any
unclear or confusion on the measurement items in the questionnaires. A small group of 30 samples was conducted a
pilot test.
Secondly, Descriptive Data Research has been used to determine demographic information and consumer
behavior of respondents.
Thirdly, Multiple Linear Regression has been used to determine the factors impacting consumers’ satisfaction
on E-commerce platform in Bangkok, composing of platform quality, perceived value, perceived innovativeness and
perceived brand popularity.
Fourthly, the Simple Linear Regression has been used to analyze the impact of consumers’ satisfaction on
repurchase intention.
Fifthly, an Independent Sample t-test has been used to analyze the impact of differences in genders on
consumers’ satisfaction and repurchase intention.
Lastly, One- Way ANOVA has been used to analyze the impact of differences in age groups on consumers’
satisfaction and repurchase intention.

Secondary data was, meanwhile, a further technique applied in this study. Knowledge sources came primarily
from credible sources such as journals, articles, and previous studies.

7.1 Target Population

In this study, the target population is online shopping customers residing in Bangkok. According to the
website ‘worldometers.info’, there are approximately 5.1 million population in Bangkok, as of 2020. The screening
questions in questionnaire survey were used to filter those who have made at least one purchase on online shopping
platform. The data for the research was collected in May, June and July 2020.

7.2 Sample Size

The study uses the table of Krejcie and Morgan (1970) for determining sample size for a finite population.
As the Bangkok population was recognized to be approximately 5.1 million people, the sample size for this research
is 400 Thai nationality respondents who reside in Bangkok and have shopped online at least once. The researcher
identified the appropriate sample size, based on Krejcie and Morgan's (1970) sample size table. The suitable number
of samples for 1 million populations is 384 people. The rate of the number of samples keeps decreasing with the
increasing number of populations. Therefore, the researcher assumed that 400 samples would be suitable for 5.1
million populations.

7.3 Sampling Procedures

For this study, non-probability sampling technique was applied by using quota sampling for data collection.
Respondents are selected according to the needs of this study and those who do not meet the criteria are rejected. The
researcher used screening questions such as ‘Nationality’, ‘Do you live in Bangkok?’ and ‘Have you shopped online
in the past six months?’ in the questionnaire survey. If the response is either ‘Non-Thai’ or ‘No’ (never shopped
online), the respondents were directly led to the end of the questionnaire and would be excluded from the study.
Questionnaires with missing data, insufficient responses, or unmet requirements of the screening questions were
removed from the statistical analysis in order to gain accuracy of results.

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7.4 Reliability Test
The researcher decided to perform a pilot test of 30 respondents to determine any discrepancies or component
errors in the questionnaire. Cronbach's Alpha Reliability test is used to measure and examine questionnaire reliability.
According to Peter (1979), the Cronbach's Alpha is the popular metric for calculating and evaluating analysis
reliability. Cronbach's Alpha has a minimum accepted value of 0.6; this ensures the researcher will consider
Cronbach's Alpha as reliable (Sekaran, 1992). The outcome of the assessment of this research indicated the Cronbach's
Alpha level as follows (table 1):

Table 1: Result from Pilot Test – Reliability Test with Cronbach’s Alpha
Variables Cronbach's Alpha Number of Items
Platform Quality .900 3
Perceived Value .752 3
Perceived Innovativeness .768 3
Perceived Brand Popularity .828 3
Consumers' Satisfaction .932 3
Repurchase Intention .940 3

From table 1, the research can infer that Cronbach's Alpha of each variable are Repurchase Intention is
reliable with α = .940, Consumers’ Satisfaction is reliable with α = .932, Platform Quality is reliable with α = .900,
Perceived Brand Popularity is reliable with .828, Perceived Innovativeness is reliable with α = .768, and Perceived
Value is reliable with α = .752. Each of the variable are well above 0.6, indicating they are reliable. The variables are
ranked from the highest reliability to the lowest reliability.

Table 2: Summary of screening questions

Screening Questions Frequency Percentage
Gender
Thai 400 100%
Non-Thai 0 0%
Total 400 100%
Do you live in Bangkok
Yes 400 100%
No 0 0%
Total 400 100%
Have you ever shopped online in the past six months
Yes 400 100
No 0 0%
Total 400 100%

Table 2, all of those sampled are Thai nationalities, who reside in Bangkok and have shopped online in the
past six months. The results are due to the screening questions provided in the beginning of questionnaire. Any other
respond not required by the author is rejected.

Table 3: Summary of demographic factors

Demographic Factors Frequency Percent
Gender
Male 200 50
Female 200 50
Total 400 100
Age (Years)
Below 20 100 25
20-39 100 25
30-39 100 25
Over 39 100 25
Total 400 100
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 Education Level
Lower Bachelor's Degree 95 23.8
Bachelor's Degree 205 51.2
Master's Degree 93 23.3
Ph. D. Degree 7 1.8
Total 400 100
Income per month
Below 10,000 Baht 73 18.3
10,001-55,000 Baht 178 44.5
55,001-100,000 Baht 85 21.3
Over 100,000 Baht 64 16
Total 400 100

In table 3, gender was equally distributed between male and female with 50% each. The reason is because
the researcher would like to find the effect of gender on consumers’ satisfaction and repurchase intention. Therefore,
respondents were 200 males and 200 females. Among all the respondents, age was equally distributed between each
group with 25% each. The reason is because the researcher would like to find the effect of different age groups on
consumers’ satisfaction and repurchase intention. Therefore, there are 100 respondents below 20 years, 100
respondents 20-29 years, 100 respondents 30-39 years, and 100 respondents more than 39 years.
Education level, 205 respondents have completed bachelor’s degree (51.2%), following by lower bachelor’s
Degree with 95 respondents (23.8%), following by master’s degree with 93 respondents (23.3%), and lastly Ph. D.
Degree with 7 respondents (1.8%).
Income per month, 178 respondents earn a monthly income of 10,001 to 55,000 Baht (44.5%), following by
a monthly income of 55,001 to 100,000 Baht with 85 respondents (21.3%), following by a monthly income below
10,000 Baht with 73 respondents (18.3%), and lastly a monthly income over 100,000 Baht with 64 respondents (16%).

8. Results and Discussion

8.1 Descriptive Data

Table 4: Summary of consumers’ behavior
Consumer’s Behavior Frequency Percent
Daily Internet Usage
Below 4 hours 79 19.8
4-6 hours 188 47
Over 6 hours 133 33.3
Total 400 100
What is your favorite e-commerce platform?
Lazada Thailand 158 39.5
Shopee Thailand 175 43.8
JD Central 28 7
Others 39 9.8
Total 400 100
Frequency of purchase on the selected e-commerce platform (per month)
1-5 times 306 76.5
6-10 times 85 21.3
11-15 times 3 0.8
More than 15 times 6 1.5
Total 400 100
Do you purchase online more than usual during the COVID-19 pandemic?
Yes 324 81
No 76 19
Total 400 100
Do you think your purchasing behavior will be changed after the COVID-19 pandemic?
Yes 273 68.3
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 No 127 31.8
Total 400 100

Table 4, among all the 400 respondents, 188 respondents use the internet around 4 to 6 hours daily (47%),
following by a daily internet usage of over 6 hours by 133 respondents (33.3%), and lastly a daily internet usage of
below 4 hours by 79 respondents (19.8%).
175 respondents’ favorite E-commerce platform is Shopee Thailand (43.8%), following by Lazada Thailand
with 158 respondents (39.5%), following by others with 39 respondents (9.8%) and lastly JD Central with 28
respondents (7%).
306 respondents purchased on the selected E-commerce platform around 1 to 5 times per month (76.5%),
following by 6 to 10 times with 85 respondents (21.3%), following by more than 15 times with 6 respondents (1.5%)
and lastly 11 to 15 times with 3 respondents (0.8%).
324 respondents purchase online more than usual during the COVID-19 pandemic (81%), while the other 76
respondents do not purchase online more than usual during the COVID-19 pandemic (19%).
273 respondents think their purchasing behavior will be changed after the COVID-19 pandemic (68.3%),
while the other 127 respondents do not think their purchasing behavior will be changed after the COVID-19 pandemic
(31.8%).

8.2 Hypotheses Testing Results

Multiple linear regression has been used as a statistical analysis approach to determine the level of impact
between variables such as Platform Quality, Perceived Value, Perceived Innovativeness, Perceived Brand Popularity
towards consumers’ satisfaction.
By using multiple linear regression, multicollinearity should also be computed as it can suggest which
unnecessary variable should be eliminated. Also, it is suggested by Akinwande et al. (2015) that it is better to have
Variance Inflation Factor (VIF) less than or equal to 5 in order to present overlapping variables. Moreover, the variable
can be explained by using the R-square value, which will show the proportion of variation in the dependent variable
that is based on the independent variable in table 5.

Table 5: Summary of Multiple Linear Regression Analysis for Variable Prediction

Variables B SE B Beta Sig. VIF
(Constant) .590 .154 - .000* -
Platform quality .302 .042 .336 .000* 2.051
Perceived Value .200 .050 .203 .000* 2.354
Perceived Innovativeness .172 .052 .175 .001* 2.579
Perceived Brand Popularity .187 .047 .179 .000* 1.920
2 2
Note. 𝑅 = .578, Adjusted 𝑅 = .573, *p < .05. Dependent Variable = Consumers’ Satisfaction

Table 5, all variables have VIF less than 5, which means they are not overlapping. The independent variables
had no problem of Multicollinearity. Moreover, the R square was .578 at 95% confidence level which means that
independent variables such as platform quality, perceived quality, perceived innovativeness and perceived brand
popularity can explain dependent variable, consumers satisfaction by about 57.8%.
H1; Platform quality has significant impact on consumers’ satisfaction (β = 0.336, sig. < 0.05). The significant
level was < .000, which was less than 0.05. The null hypothesis was rejected, and it can be concluded that platform
quality has a significant influence on consumers’ satisfaction. Besides, the platform quality is the strong variable that
have an influence on consumers’ satisfaction as its standardized coefficient was the highest with the value of .336. it
can be implied that if platform quality increases by 1%, the consumers’ satisfaction can be raised by 33.6%.
H2; Perceived value has significant impact on consumers’ satisfaction (β = 0.203, sig. < 0.05). The significant
level was < .000, which was less than 0.05. The null hypothesis was rejected, and it can be concluded that perceived
value has a significant influence on consumers’ satisfaction. It has a standardized coefficient of .203 which can be
implied that if perceived value increases by 1%, the consumers’ satisfaction can be raised by 20.3%.
H3; Perceived innovativeness has significant impact on consumers’ satisfaction (β = 0.175, sig. < 0.05). The
significant level was at .001, which was less than 0.05. The null hypothesis was rejected, and it can be concluded that
perceived innovativeness has a significant influence on consumers’ satisfaction. It has a standardized coefficient of

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.175 which can be implied that if perceived innovativeness increases by 1%, the consumers’ satisfaction can be raised
by 17.5%.
H4; Perceived brand popularity has significant impact on consumers’ satisfaction (β = 0.179, sig. < 0.05). The
significant level was < .000, which was less than 0.05. The null hypothesis was rejected, and it can be concluded that
perceived brand popularity has a significant influence on consumers’ satisfaction. It has a standardized coefficient of
.179 which can be implied that if perceived brand popularity increases by 1%, the consumers’ satisfaction can be
raised by 17.9%.

Then, simple linear regression has been used as a statistical analysis approach to determine the level of impact
of consumers’ satisfaction towards repurchase intention in table 6.

Table 6: Summary of Simple Linear Regression Analysis for Variable Prediction

Variables B SE B Beta Sig. VIF
Consumers’ satisfaction .848 .030 .819 .000* 1.000
Note. 𝑅2 = .671, Adjusted 𝑅2 = .670, *p < .05. Dependent Variable = Repurchase Intention

As illustrated in table 6, the result of R square was .671 at 95% confidence level which means that consumers’
satisfaction can explain repurchase intention by 67.1%.
H5; Consumers’ satisfaction has significant impact on repurchase intention (β = 0.819, sig. < 0.05). The
significant level was at .000, which was less than 0.05. The null hypothesis was rejected, and it can be concluded that
consumers’ satisfaction has a significant influence on repurchase intention. It has a standardized coefficient of .819
which can be implied that if consumers’ satisfaction increases by 1%, the repurchase intention can be raised by 81.9%.

By using independent sample t-test, the means of male and female are compared in order to determine if
statistical evidence exists that the associated population means are significantly different. Moreover, Levene’s test
was used to determine if the variances of the two groups are equal table 7.

Table 7: Summary of Independent Sample T-Test Analysis

Std. Std. Error
Variables Gender N Mean
Deviation Mean
Male 200 3.9917 .64922 .04591
Consumers’ Satisfaction
Female 200 3.9483 .78020 .05517
Male 200 4.0450 .65200 .04610
Repurchase Intention
Female 200 4.0433 .82419 .05828
Levene’s Test T-Test
Equal
Variables Mean
Variances F Sig. t df Sig.
Difference
Assumed 4.480 .035* .604 398 .546 .04333
Consumers’ Satisfaction
Not Assumed .604 385.275 .546 .04333
Assumed 4.632 .032* .022 398 .982 .00167
Repurchase Intention
Not Assumed .022 377.976 .982 .00167
Note. *p < .05.

H6; (Genders do not have different perception on consumers’ satisfaction) from table 7, the result shows the
mean and standard deviation of consumers’ satisfaction with 3.99 and 0.65 on male and 3.95 and 0.78 on female
respectively. The null hypothesis is rejected (0.035 < 0.05) and the result indicates that there is a significant difference
in consumers’ satisfaction between male and female with the condition of t (385.275) = 0.604, P-value = .035. This
implies that the hypothesis 6 is supported.
H7; (Genders do not have different perception on repurchase intention) from table 7, the result shows the
mean and standard deviation of repurchase intention with 4.05 and 0.65 on male and 4.04 and 0.82 on female
respectively. The null hypothesis is rejected (0.032 < 0.05) and the result indicates that there is a significant difference
in repurchase intention between male and female with the condition of t (377.976) = 0.022, P-value = .032. This
implies that the hypothesis 7 is supported.

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 By using One-Way ANOVA, Scheffe’s Post-hoc analysis was further conducted to determine which pairs of
groups have significant differences of mean scores of consumers’ satisfaction in table 8.

Table 8: Summary of One-Way ANOVA Analysis

Sum of Mean
Variables Df F Sig.
Squares Square
Between Groups 8.240 3 2.747 5.522 .001*
Consumers’ Satisfaction Within Groups 196.956 396 .497
Total 205.196 399
Between Groups 7.910 3 2.637 4.928 .002*
Repurchase Intention Within Groups 211.866 396 .535
Total 219.775 399
Mean Difference
Dependent Variable (I) Age (Years) (J) Age (Years) Sig.
(I-J)
20-29 -.10000 .800
Below 20 30-39 -.02000 .998
Over 39 .28000 .050*
Below 20 .10000 .800
20-29 30-39 .08000 .886
Over 39 .38000 .003*
Consumers' Satisfaction
Below 20 .02000 .998
30-39 20-29 -.08000 .886
Over 39 .30000 .030*
Below 20 -.28000 .050*
Over 39 20-29 -.38000 .003*
30-39 -.30000 .030*
20-29 -.16667 .459
Below 20 30-39 -.06667 .937
Over 39 .21667 .224
Below 20 .16667 .459
20-29 30-39 .10000 .817
Over 39 .38333 .004*
Repurchase Intention
Below 20 .06667 .937
30-39 20-29 -.10000 .817
Over 39 .28333 .059
Below 20 -.21667 .224
Over 39 20-29 -.38333 .004*
30-39 -.28333 .059
Note. *p < .05.

H8; (Different age group do not have different perception on consumers’ satisfaction) from table 8 was
analyzed using One-Way ANOVA, the result illustrated that the p-value is 0.001 (< 0.05), the null hypothesis was
rejected, and it can be concluded that there is at least one group of different age that has significant difference in terms
of consumers’ satisfaction on e-commerce platform compared to another group. Thus, hypothesis 8 is supported.
Scheffe’s Post-hoc analysis was further conducted to determine which pairs of groups have significant differences of
mean scores of consumers’ satisfaction. The significant mean difference was identified in three pairs. The first pair is
the group who are aged over 39 years and the group of people who are aged below 20 years (p-value = 0.05). The
second pair is the group who are aged over 39 years and the group of people who are aged 20-29 years (p-value =
0.03). The third pair is the group who are aged over 39 years and the group of people who are aged 30-39 years (p-
value = 0.05).
H9; the mean difference in repurchase intention on e-commerce platform among different age group was
analyzed using One-Way ANOVA from table 8, the result illustrated that the p-value is 0.002 (< 0.05), the null
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hypothesis was rejected, and it can be concluded that there is at least one group of different age that has significant
difference in terms of repurchase intention on e-commerce platform compared to another group. Thus, hypothesis 9
is supported. Scheffe’s Post-hoc analysis was further conducted to determine which pairs of groups have significant
differences of mean scores of repurchase intention. The significant mean difference was identified in only one pair,
which is the pair of people who are aged over 39 years and the group of people who are aged 20 to 29 years (p-value
= 0.004).

9. Conclusions
The result for multiple linear regression represented that four null hypotheses were rejected (H 1, H2, H3 and
H4). This can be summarized that Platform Quality, Perceived Value, Perceived Brand Innovativeness and Perceived
Brand Popularity have a significance influence on consumers’ satisfaction. The ranking from the strongest influence
to the weakest influence of independent variables toward Consumers’ Satisfaction. Refer to the above figure, Platform
Quality has the strongest influence on Consumers’ Satisfaction with the beta .336, followed by Perceived Value with
the beta of .203, followed by Perceived Brand Popularity with the beta .179, and lastly Perceived Innovativeness with
the beta .175. The result for Simple Linear Regression represented that the null hypothesis was rejected (H 5). Thus,
can be summarized that consumers’ satisfaction has a significance influence on consumers’ satisfaction. The result
from Independent Sample T-Test represented that the two null hypotheses were rejected (H 6 and H7). This can be
summarized that different genders have different perception on consumers’ satisfaction and repurchase intention.
Lastly, the result from One-Way ANOVA represented that the two null hypotheses were rejected (H8 and H9). This
can be summarized that different age group have different perception on consumers’ satisfaction and repurchase
intention.
To sum up, all the variables have a significant impact on consumers’ satisfaction, namely, platform quality,
perceived value, perceived innovativeness and perceived brand popularity. Consumers’ Satisfaction has a significant
impact on consumers’ satisfaction. Different genders do not have different perception on consumers’ satisfaction and
repurchase intention. Lastly, different age group have different perception on consumers’ satisfaction and repurchase
intention.

10. Recommendations
Consumers’ behavior changes from time to time, especially during the COVID-19 pandemic. This study has
proven that consumers purchase more than usual during this period and that their behavior are more likely to change
after this period. Therefore, it is necessary for E-commerce companies, entrepreneurs, managers or marketers, and
including those who want to learn and understand the important factors impacting consumers’ satisfaction and
repurchase intention on E-commerce platform, such as platform quality, perceived value, perceived brand popularity
and perceived innovativeness. They need to focus on the execution of general strategies that meet brand leadership
factors in order to create consumers’ satisfaction and achieve a competitive advantage. The researcher has suggestions
as follows.
This study shows that platform quality has the highest impact on consumers’ satisfaction. Therefore, quality
should be maintained at all times. E-commerce companies should improve the standard of service quality on their
platform to promote positive feelings. Also, the products sold on the platform should be filtered and revised
thoroughly. E-commerce management needs to optimize the expectations of online consumers to meet the actual
products they offer to increase satisfaction which, in consequence, increases the repurchase intention. From the
researcher’s point of view, simplicity is the key. The interface should be user-friendly and easy enough for elderly
consumers to follow up. The platform should be adjusted according to age group with recommendations accordingly.
These include the carts, payment, shipping, tracking, and various options. Moreover, the platform should have high
fluency and stability at all time and can support many users at once.
The second most important factor is perceived value. Here, the companies should make the consumers feel
that what they received is worthy and is more than what they paid. They should keep in mind that reality is not the
same as perception. Advertising is one of the strategies that could be used to inform consumers what benefits they are
getting. This is better than letting consumers figuring out themselves as they may not touch the main points. Also, it
would be kind and appreciated if the thank you card is sent along with the products.
Perceived brand popularity is the third factor that E-commerce companies should focus on. The company
should use marketing tactics and campaigns to build awareness of the company with the goal of enhancing a unique

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and sustainable brand profile. Brand popularity is not just the logo or an external perception of their business.
Therefore, it represents the concepts of business and the principles it holds. Today, most consumers of all kinds of
business are so knowledgeable that they can see through the way companies are enhancing their sales. Moreover, with
the help of technology, all kind of costs are traceable.
Perceived innovativeness is the fourth factor that E-commerce companies should focus on. Brand innovation
is an important component of organizational strategy. It helps businesses execute effective marketing strategies by
strategy formulation. Moreover, the companies should keep themselves up to date in terms of technology,
improvement and trendsetting.
Consumers’ satisfaction leads to repurchase intention. The companies should seek to build long term
relationships with customers. With high consumers’ satisfaction, consumers are more likely to come back and
purchase more with the spread of their word of mouth.
Lastly, one of the possible reasons that the age group of over 39 has lower consumers’ satisfaction and
repurchase intention could be their slow technology procession, damaging eyesight and the complicated user interface.
The researcher suggests that the E-commerce companies should allow the users to choose how the platform could be
viewed, for instance, two different modes in terms of complexity: the beginner mode and the advance mode. The
beginner mode could have larger fonts, less wordings and a clearer payment process than the advance mode.

11. Future Studies

Although the findings in this research provide meaningful implications for consumer’s satisfaction and
repurchase intention on E-commerce platform, this study has a number of drawbacks. First, the study was concentrated
only on the Thai people who reside in Bangkok and have shopped online in the past six months, which might result
in different research findings to other areas. The result can't reflect the views of other consumers online platform in
different geographical regions. Future Studies could be done by expanding to a bigger target group in different
geographical areas and with more demographic factors. Different opinions can then be achieved. In terms of the
independent variables used, this study were platform quality, perceived value, perceived innovativeness and perceived
brand popularity. These variables could explain only some parts of consumers’ satisfaction. Therefore, there are
potential variables (including moderating variables) apart from these that could be chosen to determine the impact on
consumers’ satisfaction on E-commerce platform. Then, the researcher suggests continuing the study on how and what
factors affect elder’s perception of consumers’ satisfaction and repurchase intention on E-commerce platform. Last
but not least, it is recommended that future research include a sample of inexperienced online consumers with the
overall research goal of finding appropriate techniques for attracting new potential consumers.

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Appendix
Platform Quality
QUL1 This online shopping platform has higher standards of quality.
QUL2 This online shopping platform is superior in standards of quality.
QUL3 This online shopping platform offers features that are of better quality.
Perceived Value
VAL1 The products in this online shopping platform are priced appropriately.
VAL2 The products in this online shopping platform have better value for money.
VAL3 The products of this online shopping platform offer more benefits for the price.
Perceived Innovativeness
INV1 This online shopping platform is making progress more realistic.
INV2 This online shopping platform is more innovative with products and services.
INV3 This online shopping platform is more of a trendsetter.
Perceived Brand Popularity
POP1 This platform is more favored for shopping online.
POP2 This platform is more recognized for shopping online.
POP3 This platform is best known for shopping online.
Consumers’ Satisfaction
SAT1 I am satisfied that I have chosen to use this platform for online shopping.
SAT2 I feel very satisfied, based on all my experience with this online shopping platform.
SAT3 I think I made the right decision when I chose to use the platform for online shopping.
Repurchase Intention
INT1 If I could, I would like to continue using this platform to make online purchases.
INT2 I will probably continue to buy products from this online shopping platform in the future.
INT3 I intend to continue to make purchases from this platform.

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