It is an undoubted fact that Internet, and by extension, e-commerce on the Internet is here to stay. Merchants of all types, big and small, are aiming to find their niche in the e-commerce marketplace, and increase their revenue. Consumer preferences on online shopping and use of new technologies are continually shifting as well. Expansion of e-commerce offerings has significantly increased the number of users and trading volumes of online shopping, therefore highlighting the need to research online consumer purchasing behavior. In the meantime, COVID-19, which forced public lockdowns over the last 2 years, led the consumers to engage in alternative purchasing channels. One of those new channels that was successful due to the increased use of smartphone mobile apps technology is called “conversation commerce”, a.k.a., “chat commerce” or “c-commerce”.
In this research, with the use of a web-based survey involving 227 respondents, we investigated into the factors influencing the satisfaction of chat commerce usage experience in Thailand, and focused on their views based on generational age differences among them. This research’s objectives were to answer the following 2 research questions:  What factors influence the satisfaction of chat commerce usage experience in Thailand?; Do factors influencing the satisfaction of chat commerce usage experience vary among generational age differences?
The 10 factors studied in this research, which may lead to the success of chat commerce in Thailand, were:  Service Rep’s Reliability;  Service Rep’s Assurance;  Service Rep’s Responsiveness;  Service Rep’s Empathy;  Perceived Information Quality;  Perceived Appropriate Wait Time;  Trust in the Platform;  Perceived Ease of Use;  Perceived Usefulness;  Satisfaction with the Experience.
The 4 generations in this study were:  Baby Boomer;  Gen X;  Gen Y;  Gen Z.
The results of this study indicate that all 10 proposed factors ultimately have positive influence on Satisfaction with chat commerce usage experience, and may lead to the success of chat commerce in Thailand, while the 2 most important factors being Assurance [ASS] and Perceived Usefulness [PUS]. This was true for ASS for 3 of the generations (Baby Boomer, Gen X, Gen Z), as well as for the entire dataset; and for PUS for 2 of the generations (Gen Y, Gen Z), as well as the entire dataset..
Güllep, Eralp; Unyapoth, Asis; and Suesaowaluk, Poonphon, "Factors influencing the satisfaction of chat commerce usage experience in Thailand: A Covid necessitated e-business platform" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 16.