Perceived Risk and Trust Factors Influencing Consumers' Repurchase Intention of Pet Products via Online Platforms in Surat Thani Province
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Abstract
This quantitative research aimed to study perceived risk and trust factors that influence customers’ intention to repurchase pet products through online platforms in Surat Thani Province. The sample group consisted of consumers who had previously purchased pet products through online platforms in Surat Thani Province. As the population size was unknown (infinite population), a purposive sampling method was employed, with a total of 385 participants. Data were analyzed using descriptive statistics: frequency, percentage, mean, and standard deviation, and inferential statistics: multiple regression analysis. The results showed that 1) consumers’ perceived risk factors when purchasing pet products via online platforms were, overall, at a high level, with factors ranked from highest to lowest being personal data security risk, delivery risk, social risk, time risk, product risk, and financial risk. 2) Consumers’ trust factors were also found to be at a high level overall, ranked from highest to lowest as follows: perceived security and privacy, enjoyment of online technology, perceived ease of use, and perceived benefits. 3) Consumers’ repurchase intention factors were at the highest level, ranked from
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