A Causal Relationship Model of Business Technology Innovation Management and Perceived Value Affecting Purchase Decision of Teen Jok Cloth Products in Uttaradit Province
Keywords:
Business Technology Innovation Management, Perceived Value, Purchase Decision, Teen Jok ClothAbstract
The aim of this research is to study the casual factor of business technology innovation management and perceived value affecting purchase decision of Teen Jok cloth products in Uttaradit province. This research was a quantitative study and the sample group consisted of consumers who purchased the Teen Jok cloth products in Uttaradit province. The data were collected using a questionnaire and selected by convenience sampling, totaling 350 individuals. The statistics for data analysis were frequency distribution, percentage, mean, standard deviation, and structural equation modeling analysis (SEM).
The research findings revealed that the analytical model was consistent with empirical data, with = 43.2, p-value = 0.071, df = 31, CMIN/DF = 1.39, RMSEA = 0.034, and GFI = 0.999, indicating that the model demonstrated good fit with the empirical data. Hypothesis testing found that business technology innovation management had the greatest direct influence on purchase decisions, followed by perceived value. Additionally, business technology innovation management had an indirect influence on purchase decisions through the mediating variable of perceived value. The variables in the model could explain 78% of the variance in purchase decisions.
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