Model Development of Exploratory Factor Analysis on Online Shopping inThailand

  • Sutapat Kongkird
Keywords: E-Loyalty, Shopping Online, Product Characteristics, Website Quality, Values Perceived


The main purpose of this study is 1) to develop a model of exploratory factor analysis, 2) to set a policy to find the way for developing online shopping. A sample of 400 online shoppers who used to book or purchase products and services on the website were used in this research. Data were collected by online questionnaire.

Quantitative research based on the research framework. The analysis result of the overall harmony index of the model after the researcher adjusted it, this indicates that the model corresponds to the empirical data. The 6 harmony indexes that have passed the accepted criteria are: index  = 589.263,d.f. = 2.518, RMSEA = 0.062, CFI = 0.916, TLI = 0.901, SRMR = 0.053.

The research result from the E-Loyalty model indicates that Product Characteristics and Perceive Website Quality have an effect on the Electronic Willingness which are the variables obtained from the exploratory factor analysis. Moreover, it shows that Product Characteristics, Perceive Website Quality, and Electronic Willingness have an effect on Electronic Loyalty which is statistical significance at 0.05. This research can be utilized as a guideline for the entrepreneurs to develop and improve their website business, and the government agencies can also use this research to set a policy or law of doing business on the website.