Sutapat Kongkird, Sujittra Rodsomboon

Abstract: The purposes of this article were: (1) to study factors effecting to consumer Trust in purchasing products via websites, (2) to study factors effecting to consumer satisfaction in purchasing products via websites, (3) to study factors effecting to consumer loyalty in purchasing products via websites. The sample group was consisted of 400 consumers who used to book or purchase products and services via websites. The sample group was not specified by region, administrative district, and gender. The research used online questionnaire for collecting data. After the researcher modified the model, it is found that the result of Goodness of fit index is well fitted to empirical data. All six harmony indices that passed the criteria are X2 = 542.659, X2/d.f. = 2.608, RMSEA = 0.063, CFI = 0.918, TLI = 0.900, SRMR = 0.056. The result found that product characteristics, website quality, and perceived value are important factors influencing e-trust and e-satisfaction. The values perceived is the only one factor effecting e-loyalty. The research result can be used to identify the modern market strategy for improving selling products and services via websites.

Key words: online shopping; product characteristics; website quality; values perceived; information social