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http://kb.psu.ac.th/psukb/handle/2016/17544
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DC Field | Value | Language |
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dc.contributor.advisor | Sirinuch Loykulnanta | - |
dc.contributor.author | Kansuda Mahasawat | - |
dc.date.accessioned | 2022-09-19T04:33:25Z | - |
dc.date.available | 2022-09-19T04:33:25Z | - |
dc.date.issued | 2019 | - |
dc.identifier.uri | http://kb.psu.ac.th/psukb/handle/2016/17544 | - |
dc.description | Business Administration (Business Administration (International Program)), 2019 | en_US |
dc.description.abstract | The main aim of this study is to apply technology acceptance model in investigating the prepurchase intention of cosmetic products through Facebook. This study therefore examined the impact of perceived usefulness, perceived ease of use, and perceived risk on the repurchase intention of cosmetic product through Facebook. Quantitative research method with questionnaire adopted from previous studies was used. A total of 239 respondents who have purchased cosmetic product via Facebook at least once have responded to the online survey. In order to answer the research questions generated in the study, both descriptive and inferential statistical analysis were conducted. Multiple linear regression analysis was used to analyze the impact of perceived usefulness, perceived ease of use, and perceived risk on repurchase intention. The result revealed that perceived usefulness and perceived ease of use both have positive impact on the intention to repurchase cosmetic product through Facebook. However, the perceived risk has no impact on the intention to repurchase cosmetic through Facebook. Thus, the perceived risk inherent in purchasing online does not prevent customers from repeat purchase. The practical implication of this study is useful for the vendors who sell cosmetic product through Facebook. | en_US |
dc.language.iso | en | en_US |
dc.publisher | Prince of Songkla University | en_US |
dc.rights | Attribution-NonCommercial-NoDerivs 3.0 Thailand | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/th/ | * |
dc.subject | Technology Acceptance Model | en_US |
dc.subject | Perceived usefulness | en_US |
dc.subject | Perceived ease of use | en_US |
dc.subject | Repurchase intention | en_US |
dc.subject | Perceived risk | en_US |
dc.title | The impact on repurchase intention of cosmetic via Facebook in Songkhla province | en_US |
dc.title.alternative | ผลกระทบต่อการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊คในจังหวัดสงขลา | en_US |
dc.type | Thesis | en_US |
dc.contributor.department | Faculty of Management Sciences (Business Administration) | - |
dc.contributor.department | คณะวิทยาการจัดการ ภาควิชาบริหารธุรกิจ | - |
dc.description.abstract-th | การศึกษาครั้งนี้มีจุดประสงค์คือการประยุกต์แบบจำลองการรับรู้ การใช้เทคโนโลยีเพื่อสำรวจการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊ค และเพื่อตรวจสอบผลกระทบของการรับรู้ผลของการใช้ประโยชน์ที่เกิดจากการใช้เฟสบุ๊ค การรับรู้ถึงความง่ายที่เกิดจากการใช้เฟสบุ๊ค การรับรู้ถึงความเสี่ยงที่เกิดจากการใช้เฟสบุ๊ค ต่อการซื้อเครื่องสำอางค์ซ้ำผ่านสื่อสังคมออนไลน์เฟสบุ๊ค | en_US |
Appears in Collections: | 460 Minor Thesis |
Files in This Item:
File | Description | Size | Format | |
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The impact on repurchase intention of cosmetic via Facebook - Artical.pdf | 136 kB | Adobe PDF | View/Open | |
The-Impact-on-Repurchase-Intention-of-Cosmetic-via-Facebook-in-Songkhla-Province.pdf | 15.82 MB | Adobe PDF | View/Open |
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