THE INFLUENCE OF CAUSAL FACTORS AFFECTING PURCHASE INTENTION USED SHOES ON FACEBOOK PAGE OF CONSUMERS IN BANGKOK AND ITS VICINTY

Abstract

The Objective of this research were 1) to develop and examine the consistency of the causal relationship model of purchase intention second-hand shoes on Facebook page of consumers in Bangkok and its vicinity 2) to study the causal factors affecting purchase intention used shoes on Facebook page of consumers in Bangkok and its vicinity. This research study was a quantitative research. The sample groups were used to buy used shoes on Facebook page “Sell ​​second hand shoes by Iron Room” and lived in Bangkok and its vicinity 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) Brand Credibility 2) Affective Commitment 3) Decision Convenience 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 (2) = 175.91, degrees of freedom (df) = 157, CMIN / df = 1.12, GFI = 0.93, AGFI = 0.90, SRMR = 0.04, RMSEA = 0.02  indicating that the variables in the model can explain the variance of the Purchase Intention Second hand shoes products on Facebook page by 91 percent. The brand channel is the most direct way to follow the intentions of buying second-hand shoes through Faberk's Facebook page “Sell Used Shoes by Iron Room”. The results of this research are helpful to business operators. Shoes for sale Used through the Facebook Facebook page "Selling second-hand shoes by Iron Room" has been utilized in order to plan the market and create the equipment suitable for the product manufacturer to intend to buy second-hand shoes through Facebook. Second hand by Iron Room "

Keywords: Trust, Decision, Attitudes, Purchase Intention, Facebook Page, Second Hand Shoes