THE CAUSAL FACTORS MODEL OF DECISION MAKING PURCHASING ONLINE THAT INFLUENCE ON CUSTOMER LOYALTY OF CONSUMERS
Keywords:
Customer Attitude, Marketing Factors, Technological, Decision Making Purchasing Online, Customer LoyaltyAbstract
The objectives of this article were: 1) to study the causal factors model of decision making of purchasing online consumers. 2) to study the causal factors of decision making of purchasing online that influence on customer loyalty of consumers. And 3) check the consistency of the causal factors model of decision making of purchasing online that influence on customer loyalty of consumers. The qualitative methods research by 1,600 questionnaires from consumers purchasing online and had more than 15 years old in Bangkok. Data collected by 4 generation are Gen Z, Gen Y, Gen X and Gen B (Baby Boomer). Data analysis using Structural Equation Modeling (SEM) statistical analysis is frequency, percentage, standard deviation, skewness and lurosis. The results found that: 1) the causal factors of decision making is customer attitude, marketing factors and technological, the consumer opinion is at high level for every factors. 2) Attitude, marketing factors and technological had direct influence on decision making 0.21 0.10 0.65 respectively and customer loyalty had receive influence direct and indirect from decision making, attitude, marketing factors and technological 0.40 0.32 0.25 0.07 respectively with statistical significance 0.01. And 3) the model simulations are consistent with empirical data based and statistical significance 0.01 on a harmonized index of accepted criteria. The index is: 2 /df = 1.671, CFI = 0.1.000, GFI = 0.980, AGFI = 0.970, RMSEA = 0.020 and SRMR = 0.018.
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