Causal Relationship Model of Purchasing Intention on Clean Food Page Facebook of Consumer in Bangkok and Metropolitan Region

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Patchara Jiravachirasak Sumaman Pankham

Abstract

The research is aimed at developing the causal relationship model of purchasing intention on clean food page Facebook of the consumer in Bangkok and metropolitan region and examining the consistency of the causal relationship model of purchasing intention on clean food page Facebook with empirical data samples. A sample of 400 individuals was selected from consumer in Bangkok and metropolitan region who had purchased on clean food page Facebook, using convenience sampling method, the collected information is an online questionnaire composed of the 7 rating scales that is reliability to 0.810, and statistics based on frequency, percentage, mean, standard deviation, skewness, kurtosis and Path Analysis to determine. The causal relationship with structural equation modeling, by using the Social Science program. The results of the study revealed that the causal relationship model of purchasing intention on clean food page Facebook of the consumer in Bangkok and metropolitan region and vicinity consists of five factors including Brand Awareness, Brand Association, Perceived Quality, Loyalty and Purchasing Intention. Each factor has affected the purchasing intention on clean food page Facebook. The findings were as follows: the model is consistent with the empirical data to a great extent.

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Research Articles