The Factors Affecting Repurchase Intention of Modern Retail Customers in Bangkok Thailand

This study investigates the factors influencing repurchase intention among convenience store customers in Bangkok, Thailand, addressing a research gap in the empirical understanding of consumer loyalty in Southeast Asian modern retail contexts. Although convenience stores have experienced rapid expansion in Thailand, few studies have explored how psychological and social variables contribute to repeat purchasing behavior in this setting. A total of 400 participants were selected through simple random sampling. Data were collected in August 2023 via an online questionnaire distributed through Google Forms. The questionnaire assessed key constructs consumer engagement, brand experience, social influence, perceived value, and brand love using validated instruments with a 5-point Likert scale. Structural Equation Modeling (SEM) was applied to test hypotheses and model relationships, with Confirmatory Factor Analysis (CFA) used to validate the measurement model. All constructs demonstrated high internal consistency, with Cronbach’s alpha values above 0.70. The model fit indices (e.g., SRMR, NFI) supported the robustness of the model. Results show that consumer engagement, brand experience, and social influence have significant positive effects on repurchase intention, with brand loyalty and brand love mediating these relationships (R² = 0.693 and 0.669, respectively). This research provides updated empirical evidence and theoretical insight into repurchase behavior in the Thai retail context, offering practical strategies for enhancing customer retention.