วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of this study were to examine the validity of the causal model of factors influencing the customer loyalty of the e-commerce researcher developed with empirical data and analyze the influence of electronic service quality, marketing mix, electronic word-of-mouth, customer satisfaction, trust and customer loyalty for electronic commerce business. It is quantitative research. The survey samples consisted of 530 people who used to shop through e-commerce business in Thailand. The data collection tool was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, skewness, kurtosis, factor analysis and analyzing structural equation models (SEM). The results indicated the causal relationship model that influences E-Commerce customer loyalty is consistent with empirical data. The structural equation models had the goodness of fit index with 2= 623.330, df = 332, 2/df = 1.877, GFI = 0.928, AGFI = 0.906, CFI = 0.974, RMR = 0.048 and RMSEA = 0.041. Therefore can be explained as each component of the model has its own precision and predictability. The results of hypothesis testing showed that the coefficient of influence between the research hypothesis was statistically significant level 0.01 on all paths.