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E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin

In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms o...

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Main Author: Prachaseree, Kwanrudee
Format: Thesis
Language:English
English
Published: 2022
Subjects:
HF5001-6182 Business
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf
https://etd.uum.edu.my/9838/2/s903134_01.pdf
https://etd.uum.edu.my/9838/
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spelling my.uum.etd.98382022-09-11T04:20:31Z https://etd.uum.edu.my/9838/ E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin Prachaseree, Kwanrudee HF5001-6182 Business HF5415.33 Consumer Behavior. In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms of other countries. Hence, the current study aimed to examine the e-marketplace patronage intention in southern Thailand by employing the extended theory of reasoned action (TRA). Although brand equity can impact patronage intention, traditional brand equity may not be appropriate for online businesses, including e-marketplaces. Therefore, the online retail/service (ORS) brand equity was applied in the extended TRA as an independent variable. Moreover, the current study also extended the TRA by integrating the effect of the country of origin (COO) as a moderator variable as there are limited findings regarding the foreignness of online retailers. Based on a quantitative study, a questionnaire survey was employed to collect data from online shoppers in southern Thailand. A total of 399 questionnaires were analysed using Smart PLS 3. The study results indicate that attitude towards behaviour, subjective norm and ORS brand equity positively influence e-marketplace patronage intention. However, the effect of COO does not influence e-marketplace patronage intention. Finally, the effect of COO plays a negative moderating role in the relationship between the attitude towards behaviour and e-marketplace patronage intention 2022 Thesis NonPeerReviewed text en https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf text en https://etd.uum.edu.my/9838/2/s903134_01.pdf Prachaseree, Kwanrudee (2022) E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5001-6182 Business
HF5415.33 Consumer Behavior.
spellingShingle HF5001-6182 Business
HF5415.33 Consumer Behavior.
Prachaseree, Kwanrudee
E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
description In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms of other countries. Hence, the current study aimed to examine the e-marketplace patronage intention in southern Thailand by employing the extended theory of reasoned action (TRA). Although brand equity can impact patronage intention, traditional brand equity may not be appropriate for online businesses, including e-marketplaces. Therefore, the online retail/service (ORS) brand equity was applied in the extended TRA as an independent variable. Moreover, the current study also extended the TRA by integrating the effect of the country of origin (COO) as a moderator variable as there are limited findings regarding the foreignness of online retailers. Based on a quantitative study, a questionnaire survey was employed to collect data from online shoppers in southern Thailand. A total of 399 questionnaires were analysed using Smart PLS 3. The study results indicate that attitude towards behaviour, subjective norm and ORS brand equity positively influence e-marketplace patronage intention. However, the effect of COO does not influence e-marketplace patronage intention. Finally, the effect of COO plays a negative moderating role in the relationship between the attitude towards behaviour and e-marketplace patronage intention
format Thesis
author Prachaseree, Kwanrudee
author_facet Prachaseree, Kwanrudee
author_sort Prachaseree, Kwanrudee
title E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_short E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_full E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_fullStr E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_full_unstemmed E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_sort e-marketplace patronage intention among southern thailand consumers: the role of online retail/service brand equity and country of origin
publishDate 2022
url https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf
https://etd.uum.edu.my/9838/2/s903134_01.pdf
https://etd.uum.edu.my/9838/
_version_ 1744356373645230080
score 13.211869

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