Factors Influencing Customer Repurchase Intentions for Sun-Dried Fish Products via Facebook Fan Pages in Nan Province

The purpose of this research was to examine the factors that influence customer repurchase intentions for sun-dried fish products on Facebook fan pages in Nan province using the theory of planned behavior (TPB) framework. The study incorporated five predictive variables, including product quality, online store environment, promotion, customer service, and customer satisfaction. Data was collected from 400 respondents with online shopping experience via Facebook in Nan province. The analysis involved descriptive statistics and multiple regression analysis to test the research hypotheses. The results indicated that repurchase intentions were positively and significantly impacted by product quality (β = 0.781), online store environment (β = 0.154), promotion (β = 0.118), and customer satisfaction (β = 0.067), all with p < 0.01. However, customer service (β = -0.092) was found to have a negative but statistically significant influence on repurchase intentions (p < 0.01). The study highlights the importance of product quality, online store environment, promotion, and customer satisfaction, as these factors were found to positively influence repurchase intentions. Conversely, repurchase intentions were negatively impacted by deficiencies in customer service quality. Therefore, improvements in product quality and customer service, enhancements in promotional strategies, and efforts to foster customer satisfaction are recommended to increase the likelihood of repeat purchases through Facebook fan pages in the long term.