The Causal Relationship Model of Purchase Intention of Angel Sea Grape on Facebook of Consumers in Bangkok and Vicinity

Abstract

The purpose of this research was to develop a causal relationship model of purchase intention of angel sea grape via Facebook of consumers in Bangkok and vicinity and to validate the concordance of the developed casual model and the empirical data. The participants were 400 consumers, residing in Bangkok and the vicinity, who have made online purchasing of angel sea grape via Facebook. These participants were selected using the random sampling method. A tool used to collect data from the samples was a 7-scale online questionnaire.

The casual relationship model was formed by the structural equation model and computer software was employed to analyze the data. The model included six components: Facebook Knowledge, Perceived Reputation, Perceived Risk, Perceived Ease of Use, Trust, and Purchase Intention. The findings showed that the model was consistent with the empirical data to a great extent. The statistic showed that the Chi-square statistics goodness-to-fit test (c²) = 168.96, CMIN/df = 1.50, GFI = 0.96, AGFI = 0.93, RMSEA = 0.05 with a predictive coefficient of 0.80. Therefore, the variables in the model can explain the variance of the purchase intention of angel sea grape by 88 percent. It was found that the factor perceived reputation and trust were the most influential factors effecting on purchase intention of angel sea grape on Facebook of consumers in Bangkok and vicinity.