Marketing Mix and Service Quality Factors Influencing Customer Repurchase on Second Hand Brand Name Bag of Wanmaii Shop through the Online Shopping in Bangkok

Abstract

                The objectives of this research were to study personal factors affecting used brand bag repurchase via online channel among consumers in Bangkok Metropolitan Region, to study marketing mix affecting used brand bag repurchase online channel among consumers in Bangkok Metropolitan Region, and to study service quality factors affecting used brand bag repurchase intention via online channel among consumers in Bangkok Metropolitan Region. The population was 700 consumers who have ever purchased used brand bags via online channel. The sample size was determined by using the formula with known population proportion and confidence level of at least 95%. Simple random sampling was used to select the samples through drawing lots 260 samples. The questionnaire was used as the instrument to collect data. Data were analyzed by using statistics including frequency, standard deviation, and percentage.  Hypotheses were tested with t-test, One-way ANOVA and multiple regression analysis using Enter method.

                The results of this study indicated as follows: (1) In terms of personal factors, the respondents with different age, occupation, and average monthly income had different used brand bag repurchase intention via online channel in Bangkok Metropolitan Region with a statistical significance level of 0.05. (2) In terms of marketing mix, product, price, place, and promotion did not influence used brand bag repurchase intention via online channel in Bangkok Metropolitan Region with a statistical significance level of 0.05.  (3) In terms of service quality, assurance and empathy influenced used brand bag repurchase intention via online channel in Bangkok Metropolitan Region with a statistical significance level of 0.05.