The Impact of Customer Satisfaction on Online Purchasing: A Case Study Analysis in Thailand

E-commerce is gaining importance in Thailand. Shoppers have realized the benefits of online purchasing over purchasing from Brick and Mortars. Numerous researches have focused on descriptive research on customer satisfaction and purchase intentions on online purchasing but little or no knowledge regarding factors that are most influential in motivating online purchase intention in Thailand. This research utilizes a quantitative method to test the conceptual framework of customer satisfaction that leads to online purchase intentions for all online users, experienced online purchasers and inexperienced online purchasers. The results of this research will increase researcher’s comprehension on difference in factors that influence online purchase intentions of experience and inexperienced online purchasers.