Factors Influencing TV Home Shopperss Intention to Repurchase

Abstract

As part of the digital economy, TV shopping business in Thailand recently became an eye-catching business for both local and international investor. This research aimed to investigate the factors influencing TV home shoppers’ intentions to repurchase. This online survey was based on a convenient sampling method from customers of Jewelry Channel, the TV home shopping in Thailand, to determine the influence of factors, such as perceived product quality, perceived social value, perceived trust and satisfactory prior experience for intentions to repurchase. 394 sets of completed questionnaires were collected and analyzed. Multiple regression analysis was used to test the research hypotheses. The results showed that perceived product quality, perceived trust and satisfactory of prior experience positively influence the consumers’ intention to repurchase, whereas the perceived social value did not predict the intention to repurchase. It was noted that the perceived product quality and satisfactory of prior experience are the better predictor than perceived trust. The researcher recommended TV shopping company to focus more on product quality and customer experience management to increase the level of intention to repurchase. The future research should include the potential customers yet to make a purchase through TV shopping.