THE INFLUENCE OF BRAND ATTACHMENT, CONSUMER SATISFACTION, AND ELECTRONIC WORD-OF-MOUTH COMMUNICATION ON REPURCHASE INTENTION OF COSMETIC PRODUCTS VIA THE SHOPEE APPLICATION AMONG CONSUMERS IN CHIANG DAO DISTRICT, CHIANG MAI PROVINCE
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Abstract
This research article aimed to examine the influence of brand attachment, consumer satisfaction, and electronic word-of-mouth (eWOM) communication on the repurchase intention of cosmetic products via the Shopee application among consumers in Chiang Dao District, Chiang Mai Province. This study employed a quantitative approach using a cross-sectional survey method. Data were collected from 400 consumers in Chiang Dao District who had previously purchased cosmetics through the Shopee application. The research instrument was an online questionnaire with a Cronbach’s alpha reliability coefficient ranging from 0.761 to 0.900. The data were analyzed using multiple regression analysis to test the research hypotheses. The results of the multiple regression analysis revealed that brand attachment, consumer satisfaction, and electronic word-of-mouth communication had a statistically significant positive influence on repurchase intention of cosmetic products via Shopee (p < 0.05). Among these, electronic word-of-mouth communication exerted the strongest influence (β = 0.302), followed by consumer satisfaction (β = 0.275), and brand attachment (β = 0.176). Collectively, these three variables explained 40.0% of the variance in repurchase intention (R² = 0.400).
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