องค์ประกอบเชิงยืนยันของการซื้อผลิตภัณฑ์สโมสรฟุตบอล กรณีศึกษา: ประชาชนในจังหวัดมหาสารคาม The Confirmatory Factors of Buying Football Club Products: A Case Study for People in Maha Sarakham Province

Abstract

This research aims to 1) study the factors in buying football club products, 2) compare the factors of personal characteristics including gender, education level, occupation, income, and opinion on purchasing the products, and then 3) examine the consistency of the model for confirmatory factor analysis of buying football club products with empirical data. Questionnaires were used to collect data from 385 people in Maha Sarakham. Data collected were then analyzed using descriptive statistics including percentage, means and standard deviation. Exploratory Factor Analysis (EFA) was employed to select the parameters of each component to measure validity. Confirmatory Factor Analysis (CFA) was measured to examine the consistency of the structural model. The results showed; (1) the opinion level of factors in purchasing football club products in general was at high level (mean = 3.97). (2) The comparison of personal factors; gender and career were found to have different opinions in buying the products. And basic characteristics, personal education, and income were found to have no different opinions in buying the products at significant level of 0.05. (3) The confirmatory factor analysis indicated fit index value as CMIN/DF was 1.091, GFI = 0.931, AGFI = 0.902, CFI = 0.996 and RMSEA = 0.015.