Causal Factors Influencing Purchasing Decision to Subscribe for VTuber Membership in Thailand

Main Article Content

Somchai Lexcharoen
Jasmine Binsodaoh


The purposes of this research were to 1) validate the consistency of a causal relationship model of the purchasing decision to subscribe for VTuber membership of consumers in Thailand; and 2) study the causal factors influencing purchasing the decision to subscribe for VTuber membership of consumers in Thailand. The tools used in the research were online questionnaires. The sample consisted of people who made a purchasing decision to subscribe for VTuber membership and lived in Thailand of 382 people by convenience sampling technique. The statistics used in data analysis were frequency, percentage, and structural equation models.

The results of this research were the development of the causal relationship models consisting of 5 components: 1) lifestyle; 2) consumer ethnocentrism; 3) product quality; 4) purchase intention; and 5) purchase decision and a model developed in accordance with empirical data. The statistics showed that the Chi-square statistics goodness fit test (gif.latex?\chi2) = 299.06, CMIN/df = 1.38, GFI = 0.94, AGFI = 0.90, SRMR = 0.07, RMSEA = 0.03, The final was a predictive coefficient of 0.99, indicating that the variables in the model can explain purchasing decision to subscribe for VTuber membership by 99 percent. It was found that the consumer ethnocentrism, purchase intention, lifestyle and product quality were respectively influenced by purchase decision.

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How to Cite
Lexcharoen, S., & Binsodaoh, J. (2022). Causal Factors Influencing Purchasing Decision to Subscribe for VTuber Membership in Thailand. Journal of Arts Management, 6(3), 1080–1095. Retrieved from
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