MODEL OF ASTROLOGICAL BELIEF AFFECTING PURCHASE INTENTION THROUGH PURCHASE AND POST PURCHASE BEHAVIOR BELIEFS OF CONSUMERS

Abstract

            This study aimed to analyze the confirmatory factors of astrological belief, purchase decision, post-purchase behavior, and purchase intention, and investigate the influence of astrological belief, through purchase decision and post-purchase behavior, on purchase intention which was in agreement with empirical data. Population included consumers aged 20 years old and older who relied partly on astrological belief when purchasing goods, their post-purchase behavior and purchase intention. Structural equation model analysis (SEM) which was a multivariate analysis was used for analyzing the data. The sample size was 340 samples, equal to 20 times of the variables in the model, which were derived from number of observed variables (17) timed by 20.

            The results showed that the confirmatory component analysis of astrological belief had CR=.946 and AVE=.778, purchase decision had CR=.858 and AVE=.520, post-purchase behavior had CR=.956 and AVE=.878 and purchase intention had. CR=.903 and AVE=.757. The analysis of influence of astrological belief in the models showed that astrological belief affects to purchase intention as complete mediation in both models with statistical significance at the .01 level. Astrological belief affected purchase decision, post-purchase behavior and to purchase intention as complete mediation in both models with statistical significance at the .001 level. This can be concluded that astrological belief affected purchase intention through purchase decision and post-purchase behavior and this agreed with the empirical data.