E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin

In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms o...

Full description

Saved in:

Bibliographic Details
Main Author:	Prachaseree, Kwanrudee
Format:	Thesis
Language:	eng eng
Published:	2022
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf https://etd.uum.edu.my/9838/2/s903134_01.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.9838
record_format	uketd_dc
spelling	my-uum-etd.98382022-09-11T04:20:31Z E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin 2022 Prachaseree, Kwanrudee Ahmad, Norzieiriani Md Isa, Normalisa School of Business Management School of Business Management HF5001-6182 Business HF5415.33 Consumer Behavior. In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms of other countries. Hence, the current study aimed to examine the e-marketplace patronage intention in southern Thailand by employing the extended theory of reasoned action (TRA). Although brand equity can impact patronage intention, traditional brand equity may not be appropriate for online businesses, including e-marketplaces. Therefore, the online retail/service (ORS) brand equity was applied in the extended TRA as an independent variable. Moreover, the current study also extended the TRA by integrating the effect of the country of origin (COO) as a moderator variable as there are limited findings regarding the foreignness of online retailers. Based on a quantitative study, a questionnaire survey was employed to collect data from online shoppers in southern Thailand. A total of 399 questionnaires were analysed using Smart PLS 3. The study results indicate that attitude towards behaviour, subjective norm and ORS brand equity positively influence e-marketplace patronage intention. However, the effect of COO does not influence e-marketplace patronage intention. Finally, the effect of COO plays a negative moderating role in the relationship between the attitude towards behaviour and e-marketplace patronage intention 2022 Thesis https://etd.uum.edu.my/9838/ https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf text eng staffonly https://etd.uum.edu.my/9838/2/s903134_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ahmad, Norzieiriani Md Isa, Normalisa
topic	HF5001-6182 Business HF5415.33 Consumer Behavior.
spellingShingle	HF5001-6182 Business HF5415.33 Consumer Behavior. Prachaseree, Kwanrudee E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
description	In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms of other countries. Hence, the current study aimed to examine the e-marketplace patronage intention in southern Thailand by employing the extended theory of reasoned action (TRA). Although brand equity can impact patronage intention, traditional brand equity may not be appropriate for online businesses, including e-marketplaces. Therefore, the online retail/service (ORS) brand equity was applied in the extended TRA as an independent variable. Moreover, the current study also extended the TRA by integrating the effect of the country of origin (COO) as a moderator variable as there are limited findings regarding the foreignness of online retailers. Based on a quantitative study, a questionnaire survey was employed to collect data from online shoppers in southern Thailand. A total of 399 questionnaires were analysed using Smart PLS 3. The study results indicate that attitude towards behaviour, subjective norm and ORS brand equity positively influence e-marketplace patronage intention. However, the effect of COO does not influence e-marketplace patronage intention. Finally, the effect of COO plays a negative moderating role in the relationship between the attitude towards behaviour and e-marketplace patronage intention
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Prachaseree, Kwanrudee
author_facet	Prachaseree, Kwanrudee
author_sort	Prachaseree, Kwanrudee
title	E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_short	E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_full	E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_fullStr	E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_full_unstemmed	E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin
title_sort	e-marketplace patronage intention among southern thailand consumers: the role of online retail/service brand equity and country of origin
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2022
url	https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf https://etd.uum.edu.my/9838/2/s903134_01.pdf
_version_	1747828684998311936

E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin

Similar Items