Causal Factors Influencing the Success Using Social Commerce of Indigo Dyed Business in Sakon Nakhon

Abstract

          This research aims to analyze the confirming and causative factors influencing the success of using social commerce in the traditional indigo dyed business in Sakon Nakhon province. And to study the direct and indirect influences of causal factors that impact the success of using social commerce in the traditional indigo dyed fabric business in Sakon Nakhon province, utilizing the Unified Theory of Acceptance and Use of Technology model through confirmatory factor analysis Collect data through questionnaires by selecting a sample group from the entrepreneurs of the indigo dyed fabric business in Sakon Nakhon province. Used the method of quota sampling according to the district proportions of Sakon Nakhon province, consisting of 18 districts, resulting in a total sample group of 640 individuals.

          The results of the confirmatory factor analysis indicate that the confirmatory factors are well-fitted to the observed data. Considering the statistical values used to verify the model's consistency, the values are χ2=1178.361, df=246, χ2/df=4.79, P-value=.175, CFI=.971, TLI=.959, RMSEA=.030, SRMR =.041. And the results of the analysis of direct and indirect effects reveal that expectation factors towards efficacy have a direct influence on the intention to use behavior. Expectancy in usage effort has a direct impact on the intention to use behavior and exerts an indirect influence on usage behavior. Social embeddedness factors have a direct influence on the intention to use behavior and exert an indirect influence on usage behavior. Convenience factors have a direct impact on usage behavior.