An empirical investigation into the antecedents of trust and satisfaction in e-commerce services : perspective of thai customers

Abstract EN

While many previous studies in e-Commerce research have been conducted across developed countries in the West, there has been little work done on e-Commerce in developing countries, especially in Thailand.

Even though e- Commerce adoption and e-Commerce success factors have already been investigated in this region, it is hard to find an empirical investigation into the antecedents of trust and satisfaction that are the two essential ingredients for improving customer relationship.

Therefore, the purpose of this study is to examine the antecedents affecting trust and satisfaction among internet users in Thailand.

Based on the perceptions of 299 respondents, in order to satisfy both potential and repeat customers, a website manager should consider the attributes associated with responsiveness, assurance process, functionality, and intensive shopping as the basis for mandatory services in the website.

After the basic needs are responded completely, the manager should turn to draw the attention of customers by providing attractive and intensive design, as well as providing more valuable attributes, such as the advanced search and useful information.