The Causal Factors Affecting Loyalty of Consumers’ Clothing Purchases in Thailand Through TONPRIGSHOP FACEBOOK PAGE
Keywords:
Perceived Quality, Brand Loyalty, Brand Image, Brand Trust, Facebook PageAbstract
The objectives of this study were to develop and validate the consistency of loyalty of casual relationship model for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page; and study causative factors affected loyalty of casual relationship model for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page The data were concluded by analyzing the quantitative elements and creating a structural equation model. The tool used in this research consisted of online questionnaires with 430 customers who live in Thailand and have experiences in purchasing clothes through Tonprigshop Facebook page. The statistics used for data analysis consisted of frequency, percentage; and the structural equation model, which analyzed the causal relationship in order to prove the path of the causal influence of variables.
The result of findings found that the model was consistent with the empirical data to a great extent, with a Chi-square statistical value (2) of 304.135, CMIN/df = 1.88, degree of freedom (df) = 162, GFI = 0.94, AGFI = 0.92, SRMR = 0.04, RMSEA = 0.05, and a predictive coefficient of 0.66. This showed that 66% of the model’s variations can be utilized to explain the variance of loyalty for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page. In terms of brand image, brand trust, and perceived quality found affected loyalty for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page, respectively. Moreover, brand image had the direct influence from perceived quality as well as brand trust had the direct influence from brand image with a statistical significance level of 0.001. The results of this research would be the benefit for online entrepreneurs in order to apply and create for marketing strategies to be suitable for consumers.
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