THE CAUSAL FACTORS AFFECTING DECISION TO BUY BODY CREAM ON IU CLINIC FACEBOOK FANPAGE OF CONSUMERS IN BANGKOK AND ITS VICINITY

Abstract

The objectives of this research article were to study the accordance and the causal factors affecting decision to buy body cream on the IU clinic Facebook fan page of cossumaer in Bangkok and its vicinity. This is quantitative research and numerical analysis data using online questionnaires from 250 consumers living in Bangkok and its vicinity who buy the goods body cream on the IU clinic Facebook fan page. Data analysis from online questionnaire is to find out the frequency percentage and structural equation model. The research found out the causal relationship model of these 5 factors of development, such as               1) perceived usefulness, 2) marketing stimuli, 3) social factor, 4) buying intention, 5) buying decision. The model is in accordance with the data by considering            Chi-Square (χ2) = 243.56, degree of freedom (df) = 235, CMIN/df 1.04, GFI = 0.93, AGFI = 0.90, SRMR = 0.05, RMSEA = 0.01, Forecasting coefficient = 0.73. The variable in this model can explain the variance of consumers affecting decision to buy body cream on IU clinic Facebook fan page about 73 percent and according to the factors of perceived usefulness, and buying intention can influence the customer buying decision. Therefore, this model can be applied and creating strategies for the decision to buy skin cream on the IU Clinic's Facebook page to suit future consumers.