THE CONFIRMATORY FACTOR ANALYSIS OF FACTORS AFFECTING TRAVEL INTENTION OF FOLLOWERS ON TRAVEL VLOG CHANNELS IN BANGKOK METROPOLITAN REGION

Abstract

The objectives of this research study was analyzed a confirmatory factor analysis of factors affecting travel intention of followers on travel vlog channels in Bangkok Metropolitan Region. This research was a quantitative research and the data were collected using an online questionnaire that was validated for content validity on a sample group which consisted of 277 people who have been followed on travel vlog and lived in Bangkok Metropolitan Region. Using Quota Sampling method in December 2020. The statistics used in data analysis were frequency, percentage, and confirmatory factor analysis.

The findings were as follow: The confirmatoy factor analysis of factors affecting travel intention of followers on travel vlog channels in Bangkok Metropolitan Region were consistent with the empirical evidence to a great extent. The statistic shows the Chisquare statistics with goodness fit test (χ2) = 143.05, CMIN/df = 1.47 degrees of freedom (df) = 97, GFI = 0.93, AGFI = 0.91, SRMR = 0.03, RMSEA = 0.04 consisted of 3 influential factors 16 indicators including 1) Attitude toward Tourist Attractions 2) Content Sharing Intention and 3) Vlogger’s Attributes.