Causal Factors Influencing of Purchasing Intention Food Supplement Glory on Instagram of Consumers in Thailand

Main Article Content

Sumaman Pankham
Rattanaporn Saelee


The objectives of this article were 1) to develop and validate the consistency of a causal relationship model of purchasing intention for food supplement Glory on Instagram of consumers in Thailand and 2) to study causal factors that influence purchasing intention for food supplement Glory on Instagram of consumers in Thailand. The research model was quantitative research. The population and sample consisted of 420 people who bought Glory on Instagram and live in Thailand. The tools used in the research were online questionnaires. The statistics used in the data analysis were frequency, percentage, and structural equation model.   

The results of the research showed that the causal relationship model of variables consisting of 4 components was 1) celebrity endorsement, 2) brand image, 3) brand trust, and 4) purchase intention, and the model was developed in accordance with empirical data. The statistics showed the Chi-square statistics goodness of fit test (gif.latex?\chi2) = 284.29, CMIN/df = 1.77, degree of freedom (df) = 161, GFI = 0.93, AGFI = 0.91, SRMR = 0.04, RMSEA = 0.04. The final predictive coefficient was 0.74, indicating that the variables in the model can explain 74 percent of the purchase intention of food supplement Glory on Instagram, and brand trust and celebrity endorsement influence the purchase intention of food supplement Glory on Instagram, respectively. Therefore, the food supplement Glory can be used in the research to develop a marketing strategy to get consumers' purchasing intentions.

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How to Cite
Pankham, S., & Saelee, R. (2022). Causal Factors Influencing of Purchasing Intention Food Supplement Glory on Instagram of Consumers in Thailand. Journal of Arts Management, 6(3), 1283–1298. Retrieved from
Research Articles


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