The Relationship between Perceived Value, Perceived Service Quality, Customer Satisfaction and Behavioral Intention on Lazada Application Users in Bangkok

The objectives of this research were to 1) investigate the level of perceived value, service quality, satisfaction, and behavioral intention among customers of Lazada Bangkok in Thailand, and 2) examine the relationship among perceived value, service quality, customer satisfaction, and behavioral intention. The sample groups were people living in Bangkok who experienced buying products from Lazada application. The data were collected by purposive random technic for 456 samples. The research tool was an online questionnaire through a google form, and data analysis was descriptive and inference statistics such as Pearson's Correlation Coefficient and Multiple Regression Analysis. The results of the research showed that the perceived value and service quality of buying products on Lazada has a direct positive effect on behavioral intention toward buying a product online. In addition, the perceived value intention toward buying a product online through customer satisfaction.