A Model of the Causal Relationship Affecting Factors toward Consumer Rights Protection Perceived in Thai ConsumersReadiness for ASEAN Economic Community
DOI:
https://doi.org/10.53848/irdssru.v9i1.213764Keywords:
Causal Relationship, Consumer Right Protection, ASEAN Economic CommunityAbstract
The study aimed to 1) study levels of information exposition, knowledge,
recognition and consumer right protection perceived in the Thai consumer readiness
aspect of the ASEAN economic community and 2) study the causal model of factors
towards consumers’ readiness for the ASEAN Economic Community. The research
instrument was a questionnaire collected from sampling of 1,014 Thai consumers from
5 provinces out of 6 regions of Thailand’s 77 provinces. The structural equation model
: SEM was used for research analysis. The research results found that levels of
information exposition (ˉx = 2.90, S.D = 0.50) knowledge (ˉx = 0.69, S.D = 0.31),
recognition in consumer rights (ˉx = 3.65, S.D = 0.60) and consumer rights receiving (ˉx =
3.92, S.D = 0.41) was at high level. The causal relationship of structural equation model
was equated consistently with empirical data (
x
2
/df = 1.786, GFI = 0.934, AGFI =
0.915, CFI = 0.975, TLI = 0.952, PGFI = 0.627, RMR = 0.026, RMSEA = 0.046) and had the
ability to predict at good level and acceptably correlation coefficient (R
2
) equal to
0.767 or 76.7 percent.
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