E-marketplace patronage intention among Southern Thailand consumers: the role of online retail/service brand equity and country of origin

In Thailand, e-marketplaces have been predicted to become the leading online shopping platform in forthcoming years. Nonetheless, the local e-marketplaces suffer from the price war strategy of foreign e-marketplaces. Moreover, Thai online shoppers prefer shopping from the online shopping platforms o...

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Bibliographic Details
Main Author:	Prachaseree, Kwanrudee
Format:	Thesis
Language:	English English
Published:	2022
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9838/1/depositpermission_s903134.pdf https://etd.uum.edu.my/9838/2/s903134_01.pdf

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