Investigating Taiwanese and Thai Internet Shoppers: Factors Derived E-Loyalty toward the E-Commerce Web Sites

Abstract

To investigate the factors derived e-loyalty towards the e-commerce website, this thesis developed e-loyalty model from e-loyalty antecedents, DeLone and McLean IS success model and e-commerce success model. The construct of the model combine with three independent factors of information quality, system quality and service quality according to DeLone and McLean IS success model, mediating factors of trust and customer satisfaction and dependent factor of e-loyalty. The proposed model is tested with Thai and Taiwanese employees by structural equation model (SEM) in order to find the overall fitness of the whole research model and analyst the relationships of variables in the model. Almost all the hypotheses in the model were supported in combined data of both countries except the relationship between e-loyalty’s antecedent of trust and e-loyalty. However, the research found out some different results between Thai and Taiwan data when separately tested by SEM. To confirm these different results, the moderating factors of nationality and three cultural different dimensions of power distance, long term orientation and masculinity by Hofstede were further applied to investigate the moderating effects among the relationships in the whole model. The results showed that all moderating factors have moderating effects among the relationships in the model. Besides, trust and customer satisfaction also have the mediating effects between the independent factors and e-loyalty. Other findings, managerial implications and suggestions for future research are also provided in the end of the paper.