โมเดลความสัมพันธ์เชิงสาเหตุการตัดสินใจใช้บริการออกแบบกราฟิกผ่านเฟซบุ๊ก ของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

The research were aimed at develop the casual relationship model of graphic design service purchase decision on Facebook of consumers in Bangkok and examining the consistency of the model with empirical    data samples. Research tool was online questionnaire and a sample of 350 individuals who had an experience                of graphic design service purchasing on Facebook of consumers in Bangkok. Statistics in data analysis were frequency, percentage, and structural equation model analysis. The questionnaires contain the query measure gauges for measuring variables included five variables: 1) Perceived Risk 2) Perceived Benefit 3) Consumer Trust   4) Purchase Intention and 5) Purchase Decision. The model could explain the variability of decision to graphic design service purchase on Facebook 64 percent with Purchase Intention which were combined affecting with the Purchase Decision.