CUSTOMER LOYALTY FACTORS IN THE CONTEXT OF A GLOBAL SHORT FORM VIDEO PLATFORM E-COMMERCE

Abstract

This study investigates the factors influencing customer loyalty on a global short-form video platform. Six variables—service efficiency, enjoyment, perception of platform certification, trustworthiness, social media influence, and functional risk—were examined. The sample comprised 335 users who had previously made purchases on the platform with an approximately balanced distribution in terms of age and gender. Most respondents spent more than 100 RMB (500 THB) per month on the platform, and most reported shopping more than four times per week. In addition, a majority of respondents frequently made multiple purchases through the platform’s live streams and short videos. This study adopted a quantitative research design, collecting data through semi-structured questionnaires and analyzing the data using descriptive statistics and multiple regression analysis. The results indicate that a although several independent variables were associated with customer loyalty, only service efficiency, enjoyment, and social media influence significantly affected customer loyalty at the 0.05 significance level whereas perception of platform certification, trustworthiness, and functional risk do not.