Causal Factors Influencing Decisions to Purchasing Behavior Dietary Supplements Facebook Pages of Consumers in Bangkok and Metropolitan Areas

Abstract

This article aimed to 1) develop and validate a causal relationship model of purchasing behavior for dietary supplements on Facebook pages and 2) study the causal factors influencing such purchasing behavior. This study employed a quantitative research design. Data were collected using an online questionnaire administered to a sample of 326 respondents who had previously purchased dietary supplements via Facebook pages. Statistical techniques used for data analysis included frequency, percentage, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Findings revealed that the developed causal relationship model was highly consistent with the empirical data. The model comprised four key components: 1) perceived value, 2) product information, 3) satisfaction, and 4) purchasing behavior. Model fit indices indicated a satisfactory fit to the empirical data, with a chi-square/df (χ²/df) of 0.536, a goodness of fit index (GFI) of 0.983, an adjusted goodness of fit index (AGFI) of 0.968, and a root mean square error of approximation (RMSEA) of 0.000. Furthermore, satisfaction (β=0.58, p=.001), product information (β=0.32, p=.001), and perceived price (β=0.27, p=.001) were found to have significant positive direct effects on dietary supplement purchasing behavior. Entrepreneurs should place emphasis on establishing appropriate pricing strategies and providing clear and comprehensive product information to enhance consumer satisfaction, which in turn can stimulate purchasing behavior for dietary supplements through Facebook pages.