The Causal Factors Influencing Customer Repurchase Intention for Silver Jewelry Products via a Web Page


  • Jittra Punroob
  • Apinya Kanthiya
  • Ekachai Duangjai


Integrated Marketing Communication, Perceived Value, Repurchase Intentions


The objective of this research was to investigate the extent of causal factors influencing customer repurchase intention for silver jewelry products via a web page. The study was divided into two steps. The first step was determining a research conceptual framework by analyzing relevant documents and research and interviewing five experts. The second steps was verifying the research hypothesis. The data were collected using a 5 point rating scale questionnaire with the discrimination power values ranging between 0.73 and 0.78 and the overall reliability value of 0.77. The samples were 400 customers (tourists) of the silver jewelry stores in Nan province, who were selected by purposive sampling method. The quantitative data were analyzed by frequency, percentage, mean, and standard deviation. A statistical package was used to conduct a confirmatory factor analysis and to verify the goodness-of-fit between the hypothesized model and the empirical data. The results of the study were as follows: 1) The linear structural relationship modeling comprised 3 factors: integrated marketing communication (IMC), customer perceived value (CPV) and customer repurchase intention (CRI).  2) The developed model showed a goodness-of-fit with the empirical data with statistics value as follows: Chi-Square: X2 = 0.340, X2/df = 1.090, GFI = 0.987, AGFI =0.968, RMSEA =0.015, CFI = 1.00. 3) The factors affecting customer repurchase intention (CRI) of silver jewelry products in Nan province were an integrated marketing communication (IMC) which had influences on both direct and indirect way to customer repurchase intention (CRI), and customer repurchase intention (CRI) which had indirect influences on customer repurchase intention (CRI). It was found that the coefficient of prediction (R2) of the 3 causal factors could jointly explain 25 percent of the variance of customer repurchase intentions (CRI) of silver jewelry products in Nan province.






บทความวิจัย (Research Article)