Author
Listed:
- Kunaporn Homtong
- Panuwat Sitheechoke
Abstract
Thailand’s e-commerce sector has grown rapidly, with over 85% of internet users shopping online and Shopee emerging as a top platform. This study aims to examine: (1) the ease of use of the platform that affects customer satisfaction in purchasing products through the Shopee application in Thailand, and (2) the marketing mix (5Ps) that influences customer satisfaction when purchasing products through the Shopee application in Thailand. A quantitative research method was employed, using a sample of 400 consumers with experience purchasing products through the Shopee platform. Data were collected via an online questionnaire and selected through purposive sampling. The research instrument underwent content validity evaluation by three academic experts, and its reliability was tested using Cronbach’s Alpha, yielding a high reliability score above 0.80. Data analysis included descriptive statistics (percentages, means, and standard deviations) and inferential statistics, including correlation analysis and multiple regression analysis, to explore the relationships and influence of independent variables on customer satisfaction. The findings revealed that platform usability and all elements of the marketing mix significantly and positively influence customer satisfaction. In particular, system speed, clarity of product information, fair pricing, effective promotional strategies, and responsive customer service were identified as key factors. These results provide strategic insights for enhancing user experience and aligning digital marketing strategies with Thai consumer behavior in the competitive e-commerce market.
Suggested Citation
Kunaporn Homtong & Panuwat Sitheechoke, 2025.
"Determinants of Customer Satisfaction in E-commerce: Insights from Shopee Thailand,"
Edelweiss Applied Science and Technology, Learning Gate, vol. 9(6), pages 1039-1050.
Handle:
RePEc:ajp:edwast:v:9:y:2025:i:6:p:1039-1050:id:8027
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ajp:edwast:v:9:y:2025:i:6:p:1039-1050:id:8027. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Melissa Fernandes (email available below). General contact details of provider: https://learning-gate.com/index.php/2576-8484/ .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.