Causal Relationship Model of Purchase Decision on Products Via Application of the Consumer in Bangkok and its Vicinity

Abstract

The research was aimed at develop the casual relationship model of purchase decision on products via Application of the consumer in Bangkok and its vicinity and examining the consistency of the model with empirical data samples. A sample of 400 individuals who had an experience of purchasing products on Shopee Application, using convenience sampling method. Statistic in data analysis were frequency, percentage and structural equation model analysis. The questionnaires contain the query measure gauges for measuring variables included six variables: 1)Social Identity 2) eWOM 3) Perceived Risk 4) Trust 5) Purchase Intention and 6) Purchase Decision. The findings were as follows: the model is consistent with the empirical data to a great extent. The statistic shows the Chi-square statistics goodness fit test () = 466.26, df = 343, CMIN/df = 1.36, GFI = 0.9, AGFI = 0.90, SRMR = 0.04, RMSEA = 0.03 and the final is the predictive coefficient of 0.93, So the model could explain the variability of decision to buy products on Shopee Application 93 percent with Purchase Intention which are combined affecting with the Purchase Decision on products via Shopee Application.