CAUSAL RELATIONSHIP MODEL OF CLOTHES REPURCHASING INTENTION ON FACEBOOK LIVE OF THE CONSUMER IN BANGKOK AND ITS PERIMITER

Abstract

     The objectives of this research were to developing the casual relationship model of repurchasing intention clothes on Facebook Live of the consumers in Bangkok and its vicinity and examining the consistency of the model with empirical data samples. A sample of 400 individuals was selected from Thai customers who had repurchased clothes via Facebook Live, using convenience sampling method. The online questionnaires composed of the 7 rating scales. The questionnaires contained the query measure gauges for measuring variables included six variables:1) Facebook Live Quality, 2) Trust, 3) Perceived Usefulness, 4) Enjoyment, 5) Subjective Norm and 6) Repurchasing Intention

      The findings were as follows: the model is consistent whit the empirical data to a great extent. The statistic shows the Chi-square statistics goodness fit test (c²) = 525.69, degrees of freedom (df) = 383 ,CMIN / DF = 1.37, GFI = 0.92, AGFI = 0.90, SRMR = 0.41, RMSEA = 0.03 and the final is the predictive coefficient of 0.65, So the model could explain the variable repurchasing intention to buying 65 percent with Facebook Live Quality, Trust, Perceived Usefulness, Enjoyment and Subjective Norm which are combined affecting with the Repurchasing Intention to buying products on Facebook Live.