Conversation, Community, and E-Commerce as Social Commerce Model for Food and Beverage business in Phitsanulok Province

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Prasittichai Narakorn
Tummatinna Seesupan


The main objectives of this research were to 1) analyze exploratory factors for Social Commerce Model for food and beverage business in Phitsanulok Province and 2) analyze the second order confirmatory factors for Social Commerce Model for food and beverage business in Phitsanulok Province. This was the quantitative study for the 534 customers from many restaurants and coffee shops in Phitsanulok Province. The researcher did data analysis by percentage, mean, SD, CV, and structural equation model analysis by AMOS.

Referring to the research findings, it was found as follows: 1) the exploratory factor analysis for Social Commerce Model consisted of three components - Conversation, Community, and E-Commerce 2) as for confirmatory factor, the model for Social Commerce was aligned with the empirical data (c2 = 80.316, df = 49, p-value = 0.102, c2/df = 1.263, GFI = 0.982, AGFI = 0.971, CFI = 0.99, RMSEA = 0.022) and it was also found that Community had the highest score (0.917), followed by E-Commerce (0.798) and Conversation (0.783). Referring to the findings, it was concluded that the Community is the most influential factor to Social Commerce, followed by E-Commerce and Conversation respectively.


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