FACTORS INFLUENCING PURCHASING DECISION OF WINDOW FILMS OF CUSTOMERS IN PHUKET
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Abstract
The purposes of this research were 1) to study the factors that influence customers’ purchase of window films in Phuket. Cross-sectional study design was conducted. The samples were 430 people and using questionnaires of 430 the expert examined the consistency of the whole version of 0.777 and the confidence analysis of the combined questionnaire was performed. With an alpha Cronbach value of 0.80, presenting and analyzing The statistics used for data analysis were mean, standard deviation, Pearson's correlation coefficient, PHI correlation coefficient, and structural equation model analysis. Including the fit indices level of individual respondents. The results were as follows: The technological have a positive and direct influence on the decision-making to purchase the window film. The marketing mix has a positive and direct influence on the service quality and the decision-making to purchase the window film. Online marketing has the positive and direct influence on the decision-making to purchase the window film. The service quality have a positive and direct influence on the decision-making to purchase the window film. The fit indices showed that the model fitted the data well; X=732.521, df = 154, P-value X= 0.0, /df = 4.756, GFI = 0.829, AGFI = 0.766,CFI = 0.950, IFI = 0.950, NFI = 0.938, NNFI = 0.938,RMSEA = 0.105 ,90% CI on RMSEA = (0.098;0.112) และ SRMR= 0.082
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บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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