This study aims to examine the factors affecting online repurchase intention of IT products among Thai consumers in Bangkok. The study focused on utilitarian value, hedonic value, perceived risk and social influence. The analysis data was collected by using a quota sampling method. A total of 320 questionnaires were distributed to respondents who have experience of purchasing IT products through online channels. Descriptive statistics were applied to summarize demographic characteristics of the respondents as well as their purchase behavior. Then, factor analysis and multiple regression analysis were conducted to analysis the relationship between dependent and independent variables
The results found that different gender and age of Thai consumers could affect motivation to repurchase IT products on online channels. This study could benefit for online retailers and marketers to better understand Thai consumers about their online repurchase intention of IT products and to develop their marketing strategy for each target market in order to build trust and consumer satisfaction.
