The Causal Relationship Model of Purchasing Decision Through Social Media of Undergraduate Students in Bangkok Metropolitan Region: The Multiple Group Structure Analysis

Authors

  • Prapasri Phongthanapanich School of Management Science, Sukhothai Thammathirat Open University

Keywords:

Purchasing Decision, Social Media, The Multiple Group Structure Analysis

Abstract

The objectives of this research are 1) to develop a causal relationship model for the decision to purchase products through social media of undergraduate students in Bangkok and the surrounding areas and 2) to examine the invariance of the causal relationship model. By applying the multiple-group model, the quantitative research consists of 3 latent and 12 observed variables. This research uses multi-stage sampling. The sample consisted of 1,200 undergraduate students in Bangkok and surrounding areas. The research instrument was a questionnaire with a 5-level estimation scale. The causal relationship model was analyzed with the LISREL program. The results of the research found that 1) The development of a causal relationship model for the decision to purchase products via social media of undergraduate students in Bangkok and the surrounding area: the multi-group found that the technology acceptance variable was a factor affecting the decision to purchase products through social media, followed by expectations. The developed model conformed with empirical data using statistics to measure the goodness of fit index (c2 = 36.48, df = 41, P-value = .06, RMSEA = .000, RMR = .005, CFI = 1.00, AGFI = 1.00). 2) The results of the invariance analysis of the model between male and female student groups were invariant to the model. However, there is variation in the parameters.

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Published

2025-01-09

How to Cite

Phongthanapanich, P. (2025). The Causal Relationship Model of Purchasing Decision Through Social Media of Undergraduate Students in Bangkok Metropolitan Region: The Multiple Group Structure Analysis. Modern Management Journal, 22(2), 119–131. retrieved from https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/274250

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Section

Research Articles