CAUSAL RELATIONSHIP MODEL OF PURCHASING INTENTION OF HERBAL COSMETIC PRODUCT VIA FACEBOOK OF CONSUMER IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research are to develop causal relationship model of purchasing intention of herbal cosmetic product via Facebook of consumer in Bangkok metropolitan region and to check the consistency of a causal relationship model developed based empirical data from respondents’ bunch of 388 people who were selected randomly. The tool of collecting data is the online questionnaire by using structural equation model analysis by a computer program data analysis model to research 6 components which are 1) Information access 2) Bargain perception 3) Experiential shopping 4) Time saving 5) Customers loyalty and 6) Purchase 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 (c ²) = 369.82 , degrees of freedom (df) = 349 ,CMIN / DF = 1.06, GFI = 0.94, AGFI = 0.92, SRMR = 0.03, RMSEA = 0.01 and the final is the predictive coefficient of 0.97, So the model could explain the variable intention to buying 97 percent with information access, bargain perception, experiential shopping, time saving, loyalty and purchase intention creativity which are combined affecting with the purchase intention to buying herbal cosmetics product on Facebook.