Model Development Through an Exploratory Factor Analysis of Online Shopping in Thailand.

  • Sutapat Kongkird Payap University, Thailand.
Keywords: E-Loyalty, Shopping Online, Product Characteristics, Website Quality, E-Satisfaction


The main purpose of this study was 1) to develop a model using exploratory factor analysis, 2) to determine way to develop online shopping. A sample of 400 online shoppers who used to booked or purchased products and services on the web were used in this research. Data were collected through an online questionnaire. The analysis of the overall harmony index of the model according to Thai people, this indicates that the model corresponds to the empirical data. The 6 harmony indexes that have passed the accepted variable is Product Characteristics, Perceived Website Quality, Electronic Loyalty, Electronic Willingness.

The research result from the E-Loyalty model indicates that Product Characteristics and Perceived Website Quality have a positive effect on the Electronic Willingness among the variables obtained from the exploratory factor analysis. Moreover, it shows that Product Characteristics, Perceived Website Quality, and Electronic Willingness have a statistically significant effect on Electronic Loyalty. This research can be utilized entrepreneurs to insure they develop and improve their websites to build-in customer trust, and by the government agencies who can set a policy for commercial web based trust-building.