Elements of E-Commerce Platform affecting the Thai Tourist Purchase Decision-making on OTOP Products from the Lower Northern Provincial Cluster 1
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Abstract
The purpose of this research was to analyze the elements of e-commerce platform that affect the Thai tourist purchase decision-making on OTOP products from the lower northern provincial cluster 1. This research was the survey research and data were collected by questionnaire. The researcher used 385 samples by the purposive sampling method. In this study, structural equation modeling (SEM) technique was used for hypothesis testing. According to the analysis: the elements of e-commerce platform affect the Thai tourist purchase decision-making on OTOP products from the lower northern provincial cluster 1 with regression coefficient 0.78 and the causal relationship model was congruent with the empirical data. (ไค-สแควร์=43.039, df=28, ไค-สแควร์/df=1.537, ค่า P=0.038, RMR=0.008, GFI=0.989, RMSEA=0.027 และ CFI=0.998)
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