Casual Factors Influencing Purchase Decision of Real Estate through Facebook Page of Consumers in Surat Thani, Thailand
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Abstract
The article aimed to 1) develop and validate a causal relationship model purchase decision of real estate through the Facebook page of consumers in Surat Thani, Thailand, and 2) study causal factors influencing purchase decision of real estate through the Facebook page of consumers in Surat Thani, Thailand. This study was quantitative research. The sample consisted of 200 individuals who have booked real estate through Facebook pages and reside in Surat Thani, Thailand. The tools used in the research were online questionnaires. The statistics employed in the data analysis included frequency, percentage, confirmatory factor analysis, and a structural equation model. The research findings revealed that the development of the causal relationship models included five components: 1) product reliability; 2) admiration; 3) price; 4) reputation; and 5) purchase decision. The model demonstrated a high degree of consistency with the empirical data. The statistic showed CMIN/df = 1.35, GFI = 0.94, AGFI = 0.90, SRMR = 0.03, RMSEA = 0.04. The final predictive coefficient was 0.68, indicating that the variables in the model can explain the variance of booking decisions of real estate through Facebook pages by 68 percent. It was found that admiration, product reliability, and price were respectively influences on purchase decisions. The findings of this research hold value for real estate entrepreneurs who market their properties on Facebook pages. They should take into account brand reputation and brand admiration when developing a strategy for their real estate business in the future.
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