CAUSAL FACTORS INFLUENCING OF REPURCHASE INTENTION ORDERING SERVICE ON LINEMAN APPLICATION OF CONSUMERS IN BANGKOK AND ITS VICINITY

Abstract

         The objectives of this research article were to develop and validate the consistency of the causal factors and study the influence of causal factors influencing of repurchase intention ordering service on lineman applications of consumers in Bangkok and its vicinity This research, quantitative research. Use the online questionnaire to collect the information. The sample group was People who have used the service to order food on Lineman at least 2 times and lived in Bangkok and Its vicinity consisted of 260 people who were selected through quota sampling technique. Data were analyzed by using descriptive statistics to find the frequency percentage and structural equations model. The results of the research showed that The development of the causal relationship models consisted of consisting] 4 variables were 1) Service Quality 2) Brand Image 3) Word of Mouth and 4) Repurchase Intention and the causal relationship model was developed in accordance with empirical data. Considering the value of Chi - square (χ²) = 202.44, CMIN/df = 1.40, Df = 145, GFI = 0.93, AGFI = 0.90, CFI = 0.97, SRMR = 0.05 and RMSEA = 0.04. Coefficient of prediction = 0.85. This means that 85% of the variance in the model can explain the variation in the repurchase intention ordering service on lineman applications. The causal factors showed that word of mouth the most direct effect influence on repurchase intention ordering service on lineman applications. The results of this research are useful for entrepreneurs, owners of Lineman delivery businesses are utilized to marketing plan and create marketing strategies that are suitable for consumers. Resulting in repurchasing intention to the online course in the future.