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Zhu, B., Kowatthanakul, S. and Satanasavapak, P. (2020), “Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model”, International Journal of Retail & Distribution Management, Vol. 48 No. 1, pp. 53-69.


The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper is to investigate Generation Y online consumer repurchase intention in Thai context based on Stimuli-Organism-Response (SOR) model.

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