Factors Influencing Online Repurchase Intention: The Case of Clothing Customers in Thailand

[[abstract]]The purpose of this study is to explore Thai online customers’ repurchase intention towards clothing. This study integrated Delone and Mclean’s e-commerce success model to predict customers' repurchase intention to purchase clothing on the Internet. The data was collected using convenience sampling method with a survey of the customers in Thailand who had experienced purchasing clothing online. The findings indicate that repurchase intention is mostly influenced by both online shopping satisfaction and online shopping trust. The relationships between Internet shopping value and online shopping satisfaction and online shopping trust are found to be significant as well. Components of website quality have differing effect on utilitarian and hedonic value. System quality and service quickness influences utilitarian value as well as the hedonic value. System accessibility and information timely positively influence utilitarian value while information variety and service receptiveness have a positive effect hedonic value