A Confirmatory Factor Analysis of Behavioral Intention to Use Mobile Network towards Generation Z
Keywords:
Confirmatory factor analysis, The study of telephone network behavior selected, Generation ZAbstract
The objective of this study was to analyze a confirmatory factor of behavioral intention to use mobile network towards generation Z based on the concept of service marketing mix (7P’s) under the marketing mix (4P’s) theory and relevant researches in marketing. This study proved the consistency of the model of confirmatory factor of behavioral intention to use mobile network towards generation Z with the empirical data. The sample used in the study was 222 samples of generation z, who had age between 17-22 years old. Gathering the samples from the educational sector in Rayong provinces. The research instrument was a questionnaire set, which was about behavioral intention to use mobile network towards generation Z with 5 elements as well as the internal reliability test value of 0.95 was been shown.
The analysis of data by using the statistical software for social science and it was found that the result of first order CFA showed that all indices meet the fit indices criteria (CMIN = 84.639, CMIN/DF = 1.263, p-value = 0.072, GFI = 0.947 and RMSEA = 0.035), factor loading ranged from 0.65 to 0.97 with the statistical significance level of .01. The result of second order CFA also showed that all indices meet the fit indices criteria (CMIN = 70.235, CMIN/DF = 1.171, p-value = 0.172, GFI = 0.951 and RMSEA = 0.028), factor loading ranged from 0.71 to 0.79 with the statistical significance level of .01. The results indicated that behavioral intention to use mobile network towards generation Z consisted of five factors according to priority of importance as follows: place, service, promotion, people, and product, respectively. The results of the study could be the guidelines for promoting, developing, and driving the push and pull strategies towards network towards business in terms of needs and satisfaction of generation z.
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