A A Structural Equation Model of Causal Factors Influencing Brand Loyalty toward Functional Beverages among Generation Z Consumers in Bangkok
คำสำคัญ:
Functional beverages, Electronic word of mouth, Brand experience, Brand trust, Brand loyaltyบทคัดย่อ
This study develops and empirically tests a structural equation model (SEM) to examine the causal factors influencing brand loyalty toward functional beverages among Generation Z consumers in Bangkok. Drawing on relationship marketing and experiential marketing theories, the proposed model investigates the effects of electronic word-of-mouth (eWOM) and brand experience on brand trust and brand loyalty, while exploring the mediating role of brand trust. Data were collected from 300 Generation Z consumers in Bangkok who had consumed functional beverages within the past six months using a multi-stage sampling technique. Structural Equation Modeling was employed to analyze the hypothesized relationships.
The findings indicate that brand experience plays a central role in driving brand loyalty, both directly and indirectly through brand trust. This suggests that experiential interactions influence both immediate responses and long-term commitment through trust. In contrast, eWOM demonstrates a limited and inconsistent role; it does not significantly influence brand trust and exhibits a significant negative effect on brand loyalty, suggesting that exposure to online information may encourage comparison rather than reinforce commitment.
These results highlight the importance of distinguishing between experiential and informational mechanisms in understanding consumer behavior. In the context of functional beverages, where perceived risk is higher, consumers appear to rely more on experiential validation than on externally generated information. The study contributes by clarifying the differential roles of these mechanisms and by showing that brand trust functions as an effective mediator primarily in experience-driven pathways. The findings also suggest that firms should prioritize authentic and consistent brand experiences to build sustainable brand loyalty among Generation Z consumers in Bangkok
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