A Development Model of Service Marketing Mix Expectations Affecting Technology Acceptance on Purchase Intent and Purchasing Decision Through Social Media of the Students of Generation Z in Bangkok Metropolitan Region
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Abstract
This research aims to 1) examine the service marketing mix expectation factors affecting technology acceptance on purchase intent and purchase decisions through social media of the generation Z students in the Bangkok metropolitan region. 2) develop the model of service marketing mix expectation affecting technology acceptance on purchase intent and purchase decisions through social media of the Generation Z students in the Bangkok metropolitan region. The population were undergraduate students from universities in the Bangkok metropolitan region. The sample consisted of 1,504 undergraduate students studying in the fields of science, humanities and engineering drawn by multistage random sampling. The research tool was the questionnaire (rating scale). The baseline data were analyzed using descriptive statistics, straightforward analysis structure by confirmatory component analysis, and the quality of precision instrument was analyzed using Cronbach's alpha coefficient.
The results indicated that three latent variables—service marketing mix expectation, technology acceptability, and social media purchase decisions—affected the relationship between the service marketing mix expectation model and technology acceptance and decision-making. The latent variables were valid in the range of .842 - .897. According to the tool quality for structural validity by confirmatory factor analysis, It was found that the developed service marketing mix expectation model influencing technology acceptance on purchase intent and purchase decisions through social media developed was consistent with the empirical data, with chi-square= 48.13, df= 33, p=0.043, GFI=1.00, AGFI=0.98, RMR=0.0058, RMSEA=0.017.
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