Structural Equation Model for factors Affecting Customer Choice to Japanese Restaurant in Bangkok

Abstract

The purpose of this research was to study the consumers’ behavior factors, service marketing factors, and consumer purchasing decision process was taken access method.  The questionnaire was selected by using a purposive sampling method of 400 samples who used to consume Japanese Restaurant in Bangkok. The Statistics were tested by using Structural Equation Modeling: SEM. The results of the study show that most of the samples were female, 25-45 years of age, married, 2 persons in the family, employed professionals with a bachelor’s degree, and a monthly income of 30,001-40,000 bath. They usually have a Japanese Restaurant 1-2 times per month. Most of them consume with their family. The analysis results found that factor of consumers’ behavior factor, service marketing factor and consumer can obtain information from many available resources influenced consumer’s purchasing decision of Japanese Restaurant in Bangkok.