ปัจจัยเชิงสาเหตุที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าแฟชั่นผ่านเพจเฟซบุ๊ก ของผู้บริโภคในประเทศไทย

Abstract

ABSTRACT

The Objective of this research were 1) to develop and examine a causal relationship model, intention to buy fashion products through the Facebook page of consumers in Thailand 2) to study the causal factors influencing the intention to buy fashion products through Facebook page of consumers in Thailand This research study was a quantitative research. The sample groups were used to buy fashion products through Facebook page BOO Brandname, and lived in Thailand of 210 people. The tools used for data collection were online questionnaires. The statistics used for data analysis were frequency, percentage, and structural equation model, used in the causal relationship analysis to determine the causal influence path of variables. The results of this research were the causal relationships model to developed consisting of 4 components were 1) Encounter Attributes 2) Consumer Value 3) Brand Value 4) Purchase Intention and the model was consistent whit the empirical data to a great extent. The statistic shows the Chi-square statistics goodness fit test (χ²) = 154.69, degrees of freedom (df) = 160, CMIN / DF = 0.97, GFI = 0.93, AGFI = 0.91, SRMR = 0.05, RMSEA = 0.00 2. The final is predictive coefficient of 0.91, indicating that the variables in the model can explain the variance of the Purchase Intention fashion products on Facebook page by 91 percent. Brand value factor has the most direct influence on the intention to buy fashion products through the Facebook page. The results of this research will be useful to entrepreneurs or those interested in selling fashion products through Facebook page. Able to apply the information to be used as a way of doing business or develop your own store to meet customer needs.

Keywords: Consumer Value, Brand Value, Purchase Intention, Facebook Page, Fashion Products