Causal Model Development of Online Marketing Mix and Website Service Quality Affecting Brand Equity for Electronic Marketplace in Thailand


  • Phensirin Suksomkit Faculty of Business Administration and Service Industry, King Mongkut’s University of Technology North Bangkok, Prachinburi Campus
  • Adilak Pumim Faculty of Business Administration and Service Industry, King Mongkut’s University of Technology North Bangkok, Prachinburi Campus


Electronic Marketplace, Website Service Quality, Causal Model, Online Marketing Mix, Brand Equity


The commercial activity as an electric marketplace was an indication of the growing digital economy in the country. Its number presented an increase in buying or selling products online by leaps and bounds. An important factor was the brand. Regarding the website, it was the highest efficient tool to form a relationship between brand and consumer. This research had the objectives to investigate the personal factor and develop a causal relationship to the electric marketplace brand equity. A population and a sample were buyers in Thailand electronic marketplace 682 cases. The research tool was an online questionnaire. Data analysis with basic statistics and examining consistency of the hypothetical model and empirical data were performed. The findings showed that the hypothetical model was consistent with empirical data. As a result, χ2 of 98.475,      P-value of 0.125, χ2/df of 1.515, GFI of 0.982, AGFI of 0.963,
and RMR of 0.009 met the criteria for model consistency. Considering the brand equity’s effect size (R2)
of 0.83, it showed that the market mix and website service quality could co-explain the variance as 83.10 percent. Building brand equity of the electronic marketplace website, the factors, website service quality, and online marketing mix, should be applied together for improving the efficiency of online marketing.


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How to Cite

Suksomkit เ., & Pumim อ. . (2021). Causal Model Development of Online Marketing Mix and Website Service Quality Affecting Brand Equity for Electronic Marketplace in Thailand. Journal of Accountancy and Management, 14(2), 125–142. Retrieved from



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