Antecedent Factors Influencing Customer Loyalty in Online Purchasing Decisions of Thai Branded Jewelry
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Abstract
The purpose of this research was to study model of causal relationship that effect to the customer loyalty in online purchasing decisions of Thai branded jewelry. The research design was a mixed-methods research approach including qualitative research and quantitative research. The research instruments were questionnaire. Data were statistically analyzed using descriptive statistics and AMOS program was applied to analyze the data using structural model analysis.
The result revealed that 1) Structural equation modeling of factors influencing customer loyalty in online purchasing decisions of Thai branded jewelry were consistent with empirical data. After model adjustment, CMIN/df = 1.21, P-value = 0.18, RMSEA = 0.02, CFI = 1.00, GFI = 0.99 and AGFI = 0.97 2) The factor that directly influences brand loyalty was purchase intention. The influence value is 0.72. In addition, factors that have a direct influence on brand trust were found, brand attitude and purchase intention, which was brand experience, influence values were equal to 0.68, 0.70, and 0.40, respectively. In addition, there are factors that have a direct influence on brand attitude and purchase intention were brand trust, the influence value is equal to 0.15 and 0.24, respectively. Moreover, the factor that had a direct influence on purchase intention was confidence in the brand attitude, the influence value was equal to 0.34. The prediction coefficient (R2) of the structural equation model. It was found to be equal to 0.88.
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