THE INFLUENCE OF PERCEIVED PRODUCT VALUE, TRUST, AND PERCEIVED RISK ON REPURCHASE INTENTION FOR ONLINE PRODUCTS VIA THE TIKTOK APPLICATION AMONG CONSUMERS IN LI DISTRICT, LAMPHUN PROVINCE
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Abstract
This research paper aimed to examine the influence of perceived product value, trust, and perceived risk on repurchase intention for online products via the TikTok application among consumers in Li District, Lamphun Province. A quantitative research method was applied by collecting data from 384 consumers who had previously purchased online products through TikTok using a five-point Likert scale online questionnaire. The data were analyzed using multiple regression analysis.
The results revealed that perceived product value, trust, and perceived risk had significant positive effects on repurchase intention at the 0.05 level. The model explained 80.2% of the variance in repurchase intention (R² = 0.802), with perceived risk exerting the greatest influence (β = 0.386), followed by trust (β = 0.324) and perceived product value (β = 0.222). The findings indicate that consumers in rural areas are more likely to make repeat purchases on TikTok when they perceive high value, trustworthiness, and transaction security. This study contributes to a deeper understanding of repurchase behavior within social commerce environments and provides strategic implications for online entrepreneurs to enhance consumer trust, reduce perceived risk, and promote business sustainability in local contexts.
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