MARKETING INNOVATION DRIVEN TO E-COMMERCE
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Abstract
The purposes of this research were 1) to study and develop a causal relationship of marketing innovation affected to purchases intention though electronic commerce and 2) to examine the consistency of causal relationships among marketing innovation affected to purchases intention though e-Commerce based on hypotheses and empirical data. The data were collected by questionnaire of 354 people in Bangkok Metropolis. The model that used in this research was the questionnaire random sampling without using accidental probability. The data were analyzed using the Structural Equation Modeling (SEM).
For the statistical value that has been used in the test has a correlation of models with empirical data include the Chi-square (p > 0.05), c2/df < 2.00, GFI > 0.95, AGFI > 0.95, NFI > 0.95, CFI > 0.95 and RMSEA <.05 all value have been pass the criteria. The results from the analysis of marketing innovation factors are consistent with empirical data based on causal relationships of marketing innovation affected to purchases intention though electronic commerce. Considering the intention to purchase goods via e-Commerce channels, it was found that purchasing intent was most influenced by the factors of marketing innovation, followed by consumer loyalty and consumer satisfaction respectively. The result of casual relationship analysis of marketing innovation affected to purchases intention though e-Commerce channel was correlated.
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