Structural Equation Modelling of Online Intention to Purchase in Thailand 4.0.

Abstract

Abstract

The main purpose of this research is to developed causal relationship model and determine the influencing factors that impact to online intention to purchase in Thailand 4.0. A self – administered questionnaire was developed then was distributed to previous online pre-purchase consumer. Five hundred and sixty completed questionnaires were analyzed by using structure equation modelling to prove the hypotheses.

The verification of the total direct and indirect effect factors on online intention to purchase was influenced by previous online shopping, perceived usefulness, perceive ease of use, perceive behavior control subjective norm and attitude toward behavior with statistically significant at the 0.01

The results completely acceptable fit all of the hypotheses with path analysis that previous online shopping, perceived usefulness, perceive ease of use, perceive behavior control subjective norm and attitude toward behavior had impacts to online intention to purchase with statistically significant at the 0.01