Repurchase Intention Toward Electronic Commerce of Ubon Ratchathai University’s Students

Abstract

                    This research aimed to compare affect the repurchase intention toward electronic products of Ubon Ratchathani University students. The sample were 407 undergraduate students of Ubon Ratchathani University who enrolled  in Semester 1 of  Academic Year 2017.  All the subjects had experience of purchasing products  through electronic commerce. This research used purposive sampling from students of 10 Faculties and 1 college, by asking their experiences in purchasing through electronic commerce prior to data collection. The statistics used for the quantitative analysis consisted of percentage, frequency, mean,  standard deviation and Regression analysis.

                   The resulted showed that the trust, suggestions and references, forums and online communities, ranking and experimental comments all  significantly affected the repurchase intention through electronic commerce at the statistical  level of 0.05.