A MODEL OF BUYING DECISION-MAKING BY THAI CONSUMERS IN THE AGE OF OMNICHANNEL RETAILING
Keywords:
Omnichannel Retailing, Buying Decision-Making, Retail Mix, Service Environment, Thai ConsumersAbstract
This research on "A Model of Buying Decision-Making by Thai Consumers in the Age of Multi-Channel Retailing aims to 1) develop a model of decision-making in buying by Thai consumers in the age of multichannel retailing and 2) analyze the effects of factors on decision-making in buying by Thai consumers in the retailing context. The research population consisted of Thai internet users who used to buy goods from both store-based and internet-based retailers, aligning with the objective of studying three generational cohorts: Baby Boomers, Generation X, and Generation Y. The research instruments used to collect primary data were self-administered questionnaires and structural equation modeling techniques, which were used to analyze the data.
References
นรินทร์ ตันไพบูลย์. (2567). แนวโน้มธุรกิจ/อุตสาหกรรมปี 2567-2569: ธุรกิจร้านค้าปลีกสมัยใหม่. เข้าถึงได้จาก: https://www.krungsri.com/th/research/industry/industry-outlook/ wholesale-retail/modern-trade/io/modern-trade-2024-2026 [2568, 3 มกราคม].
สำนักงานสถิติแห่งชาติ. (2565). การสำรวจการมีการใช้เทคโนโลยีสารสนเทศและการสื่อสารในครัวเรือน พ.ศ. 2565. กรุงเทพฯ: กระทรวงเทคโนโลยีสารสนเทศและการสื่อสาร.
Berman, B. R, Evans, J. R. & Chatterjee, P. (2020). Retail Management (14th ed.). New Jersey, NJ: Pearson Education.
De Wulf, K., Odekerken-Schröder, G. & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), pp. 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), pp. 70-87.https://doi.org/10.2307/1251946
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). New Jersey, NJ: Pearson Education.
Heinonen, K., Campbell, C. & Ferguson, S. L. (2019). Strategies for creating value through individual and collective customer experiences. Business Horizon, 62(1), pp. 95-104.
Khashan, M. A., Ghonim, M. A., Aziz, M. A., Alasker, T. H. & Elsotouhy, M. M. (2024). Value co-creation and positive online reviews: investigating the roles of customer gratitude and price fairness perception toward Egyptian hotels. EuroMed Journal of Business, Vol. ahead-of-print No. ahead-of-print.https://doi.org/10.1108/EMJB-09-2023-0264
Kline, R. B. (2016). Principles and Practices of Structural Equation Modeling (4th ed.). New York, NY: Guilford Press.
Levy, M., Weitz, B. A. & Grewal, D. (2022). Retailing Management (11th ed.). New York, NY: McGraw-Hill Education.
Liao, S. H., Hu, D. C. & Liu, H. L. (2024). Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel. International Journal of Retail & Distribution Management, 52(3), pp. 341-354.
Lim, H. & Dubinsky, A. J. (2005). The theory of planned behavior in E-Commerce: Making a case for Interdependencies between Salient Beliefs. Psychology & Marketing, 22(10), pp. 833-855.
Liu, T. & Liu, M. (2024). Does cross-channel consistency always create brand loyalty in omni-channel retailing?. Inrnational Journal of Retail & Distribution Management, 52(1), pp. 125-145.
Meyer, C. & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), pp. 16-26.
Mishra, S., Malhotra, G., Arora, V. & Mukhopadhyay, S. (2022). Omnichannel retailing: does it empower consumers and influence patronage?. International Journal of Retail Distribution Management, 50(2), pp. 229-250.
https://doi.org/10.1108/IJRDM-04-2021-0199
Savastano, M., Bellini, F., D’Ascenzo, F. & De Marco, M. (2019). Technology adoption for the
integration of online-offline purchasing: Omnichannel strategies in the retail environment.
International Journal of Retail & Distribution Management, 47(5), pp. 474-492.
https://doi.org/10.1108/IJRDM-12-2018-0270
Schumacker, R. E. & Lomax, R. G. (2016). A Beginner’s guide to structural equation Modeling (4th ed.). New York, NY: Routledge.
Silva, S. C., Silva, F. P. & Dias, J. C. (2024). Exploring omnichannel strategies: a path to improve
customer experiences. International Journal of Retail & Distribution Management,
(1), pp. 62-88.
Smith, J. B. (1998). Buyer-seller relationships: similarity, relationship management, and Quality. Psychology & Marketing, 15(1), pp. 3-21.
Srichookiat, S. & Jindabot, T. (2017). Small family grocers’ inherent advantages over chain stores: A review. International Journal of Retail & Distribution Management, 45(4), pp. 446-462.
Thanasuta, K. & Metharom, P. (2015). Influencing the willingness to pay for private labels: The role of branding. Asia-Pacific Journal of Business Administration, 7(3), pp. 197-215.
Vieira, A. L., Winklhofer, H. & Ennew, C. T. (2008). Relationship quality: A literature review and research agenda. Journal of Customer Behaviour, 7(4), pp. 269-291.
Walsh, G., Hennig-Thurau, T., Sassenberg, K. & Bornemann, D. (2010). Does relationship quality matter in e-services? A comparison of online and offline retailing. Journal of Retailing and Consumer Services, 17(2), pp. 130-142.
https://doi.org/10.1016/j.jretconser.2009.11.003
Yang, Z. & Hu, D. (2024). Digital technology-empowered omnichannel integration: A review and research agenda. International Journal of Retail & Distribution Management, 52(4), pp. 407-424.
