Causal Relationship Model of Behavioral Intention KFC Fast Food Through KFC Website of Consumers in Bangkok and Metropolitan Region

Abstract

The objectives of this research were to study Causal Relationship Model of Behavioral Intention KFC Fast Food Through KFC Website of Consumers in Bangkok and Metropolitan Region; and to validate the concordance of the causal model with the empirical data. The sample consisted of 400 peoples who were selected by the convenience sampling of people who have been purchased KFC Fast Food Through KFC website. The questionnaires composed of the 7 rating scales and included four variables: 1) KFC Website Image 2) Perceived Value 3) Customer Satisfaction 4) Behavioral Intention. The results were as follows: the model is consistent with the empirical data to a great extent. The results following by chi-square (CMIN/df) = 1.31, SRMR = 0.06, RMSEA = 0.03, which is following the criteria; the SRMR and RMSEA values must be less than 0.08, and the GFI, AGFI, CFI and Hoelter values with a significant level of .05 are 0.94, 0.90, 0.99 and 240 as respectively.