Causal Relationship Model of Purchasing Decision Movie Ticket Via Application of the Consumer in Bangkok Metropolitan Region

Abstract

Nowadays, the internet has played a significant role in consumer behavior. Resulting in the purchase of goods and services through online, including the purchase of movie tickets through the application. This research was aimed at to develop a causal relationship model of purchasing decision movie tickets via application of the consumers in Bangkok and its vicinity and to examine the consistency between the causal relationship model developed with empirical data. The variables in the model consist of 5 latent variables; EWOM, service quality, perceived value, trust and purchase decision. The sample group is 400 people who have purchased movie tickets via Major Movie Plus application that live in Bangkok and its vicinity, using convenience sampling method. The tools used in the research were questionnaires by analyzing the causal relationship model with the program. The research results show that Causal relationship model of purchasing decision movie tickets via application of the consumers in Bangkok and its vicinity, which is modified to be in line with empirical data, with good statistics, Chisquare statistics () equal to 348.51, degrees
of freedom (df) equal to 203, CMIN/df equal to 1.71, GFI equal to 0.92, AGFI equal to 0.90, CFI equal to 0.96, RMR equal to 0.04, SRMR equal to 0.04, RMSEA equal to 0.04 and the forecast coefficient is 0.79, So the model could explain the variable purchasing decision 79 percent with Trust which are combined affecting with the purchase decision movie ticket via Major Movie Plus Application.