Influence of Attitude and Intention on Consumer Behavior of Goods Purchasing via Line
Main Article Content
Abstract
The objectives of this research were 1) to study level of goods purchasing attitude, level of goods purchasing intention, and level of consumer behavior of goods purchasing via Line. 2) to study a structural equation model of attitude and intention influence on consumer behavior of goods purchasing via Line, 3) to study the direct effect of goods purchasing attitude influence on consumer behavior of goods purchasing via Line, and 4) to study the indirect effect of goods purchasing attitude influence on consumer behavior which study by goods purchasing intention via Line. The sample size of this research was 815 consumers in Thailand. Data were gathered from an offline questionnaire. Data analysis employed descriptive statistics by measuring
the percentage, mean, and standard deviation (S.D.). It also employed the Structural Equation Model (SEM). The results of the study of attitude and intention influecing on consumer behavior
of goods purchasing via Line found that level of goods purchasing attitude ( = 3.83), level of goods purchasing intention ( = 3.75) and level of consumer behavior of goods purchasing via Line ( = 3.72) were at a high level. In addition, the level of goods purchasing attitude in convenience, level of goods purchasing intention in consideration and level of consumer behavior of goods purchasing via Line for timesaving are higher than others. The structural equation modeling analysis also found that goods purchasing attitude had a positive direct effect on consumer behavior
(0.424) and indirect effect on consumer behavior (0.374). The most important effect on goods purchasing attitude is timesaving and the most important effect on intention of goods purchasing via Line is an intention to plan to buy goods.
Article Details
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Research Articles
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References
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William, D.C. & Prislin, R. (2008). Attitudes and Attitude Change. New York: Taylor & Francis.
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Wu, S.I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Asia Pacific Journal of Marketing and Logistics. 21(2): 232-242.
Wu, W.Y., Lee, C.L., Fu, CS., & Wang, H.C. (2013). How can online store layout design and atmosphere influence consumer shopping intention on a websites? International Journal of Retail & Distribution Management. 42(1): 4-24.
Yadav, R., Sharma, S.K., & Tarhini, Ali. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management. 29(2): 222-237.
Yang, H., Liu, H., & Zhou, L. (2011). Predicting young Chinese consumers’ mobile viral attitudes, intents and
behavior. Asia Pacific Journal of Marketing and Logistics. 24(1): 59-77. Yodkaew, P. (2010). Attitude [On-line]. Available: https://www.gotoknow.org/posts/280647
Yoldas, S. (2011). A Research About Buying Behaviors of Online Customers’ Comparison of Turkey with UK. M.S. Thesis, University of Roehampton. London, UK.
Aldhmour, F. (2016). An Investigation of Factors Influencing Consumers’ Intention to Use Online Shopping: An Empirical Study in South of Jordan. Journal of Internet Banking and Commerce. 21(2): 1-50.
Amin, M., Rezaei, S., & Abolghsemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International. 5(3): 258-274.
Anderson, J. & Gerbing, D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin. 103(3): 411-423.
Anuntachai, D. & Leelayutyothin, L. (2017). Marketing Innovation for Thailand 4.0 in Traveled Marketing Expert Day at Northeast Thailand 9th. Khon Khan: Faculty of Business Administration and Accountancy.
Arbuckle, J.L. (2013). IBM SPSS Amos 22 User’s Guide. U.S.A.: IBM Corporation.
Arrindell, W.A. & Van der Ende, J. (1985). An empirical test of the utility of the observations to variables ratio in factor and components analysis. Applied Psychological Measurement 9(2): 165-178.
Bangkokbiznews. (2015). ‘Attitude’ Important and Definition [On-line]. Available: http://www.bangkokbiznews.com/blog/detail/634487
Browne, M. W. & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long (Eds.). Testing Structural Equation Models (pp. 136-162). Newbury Park, CA: Sage.
Crespo, A.H. & Bosque. (2010). The influence of the commercial features of the internet on the adoption of e-commerce by consumers. Electronic Commerce Research and Applications. 9: 562-575.
Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. 13(3): 319-339.
Diamantopoulos, A. & Siguaw, J.A. (2000). Introducing LISREL. London: Sage Publications.
Edward ST.W. & Nicole PY.C. (2014). Consumer Characteristics, Social Influence, and System Factors on Online Group-Buying Repurchasing Intention. Journal of Electronic Commerce Research. 15(2): 119-132.
Electronic Transactions Development Agency (Public Organization). (2017). Thailand Internet User Profile 2017 [On-line]. Available: https://www.etda.or.th/publishing-detail/thailand-internet-user-profile-2015.html
Enrique, BA., Carla, RM., Joaquín, AM., & Silvia, SB. (2008). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review. 32(5): 648-667.
Gibson, J. (2000). Organizations, Behavior, Structure, Processes 9th ed. New York: McGraw-Hill.
Gopi, M. & Ramayah, T. (2007). Applicability of theory of planned behavior in predicting intention to trade online Some evidence from a developing country. International Journal of Emerging Markets 2(4): 348-360.
Hair, J.F., Back, B., Babin, B., Anderson, R.E., & Tatham, R.L. (2006). Multivariate Data Analysis (6th ed.). Uppersaddle River, N.J.: Pearson Prentice Hall.
Hsu, CL., Lin, J.CC., & Chiang, HS. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research. 23(1): 69-88.
Jayawardhena, C. (2004). Personal values’ influence on e-shopping attitude and behavior. Internet Research. 14(2): 127-138.
Jump, N. (1978). Phychometric theory 2nd ed. New York: McGrow Hill.
Keandoungchun, N., Donkwa, K., Wichitsathian, S. (2018). The Generation Y Consumer Behavior of Goods Purchasing via Social media. Veridian E-Journal, Silpakorn University. 11(1): 561-577.
Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling (4th ed.). New York: Guilford publications.
Küster, I., Vila, N., & Canales, P. (2016). How does the online service level influence consumers’ purchase intentions before a transaction? A formative approach. European Journal of Management and Business
Economics. 25: 111-120.
Lewin. (1951). Field Theory in Social Science. New York: Harper and Row.
Li, R., Kim, JJ., & Park, JS. (2007). The Effects of Internet Shoppers’ Trust on Their Purchasing Intention in China. Journal of Information Systems and Technology Management. 4(3): 269-286.
Maichum, K., Parichatnon, S., & Peng, KC. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability 1077 (8): 1-20.
Marsh, H.W. & Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First- and higher-order factor models and their invariance across groups. Psychological Bulletin. 97(3):
562–582.
Newstrom, J.W. & Davis, K. (2002). Human Behavior at Work: Organizational Behavior 8th ed. New York: McGraw-Hill.
Nielsen, J. & Landauer, T.K. (1993). A Mathematical Model of the Finding of Usability Problems (1993). In Proceedings ACM/IFIP INTERCHI’93 Conference. Amsterdam: Netherlands.
Office of The National Economic and Social Development Board. (2016). The Twelfth National Economic and Social Development Plan (2017-2021) [On-line]. Available: http://www.nesdb.go.th/ewt_dl_link.
php?nid=6422
Parengkuan, M. (2017). A Comparative Study between Male and Female Purchase Intention Toward Visual Merchandising at Centro by Parkson Department Store Mantos. Jurnal Berkala Ilmiah Efisiensi. 17(1): 9-21.
Pietro, L.D. & Pantano, E. (2012). An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook. Journal of Direct, Data and Digital Marketing Practice. 14(1): 18-29.
Roca, J.C., García, J.J., & Vega, J.J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security 17(2): 96-113.
Seer, L. & Avornicului, MC. (2015). The effect of product perception, shopping experience, and information access on the buying intention of online customers. Forum on Economics & Business. 18(125): 98-123.
Schermerhorn, J.R. (2000). Management 7th ed. New York: John Wiley & Sons.
Shaheen, M., Lodhi, R.N., Mahmood, Z., & Abid, H. (2017). Factors Influencing Consumers’ Attitude, Intention and Behavior Towards Short Message Service-Based Mobile Advertising in Pakistan. The IUP Journal of Brand Management. 14(1): 24-44.
Silpcharu, T. (2014). Research and Statistic Information Analysis by SPSS and Amos. (In Thai). Bangkok: SE-EDUCATION Public Company Limited.
Sonchit, W. (2014). Online Purchase Intention of Goods or Service Through Smartphone. M.S. thesis, Suranaree University of Technology, Thailand.
Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. Inter-national Journal of Retail & Distribution Management 33(2): 122-132.
Tamcham, S. (2016). Technology and Economic Development [On-line]. Available: https://laymaneconomicsblog.wordpress.com/2016/06/17
Tracy, L.T. & Michael, R.S. (2015). Social Media Marketing 2nd Edition. London: SAGE Publications Ltd.
Triandis, H.C. (1971). Knowledge & Value a New Perspective on Corporate Transformation. New York: Routledge.
Wertime, K. & Fenwick, I. (2008). DigiMarketing: The Essential Guide to New Media & Digital Marketing. Singapore: John Wiley & Sons (Asia).
William, D.C. & Prislin, R. (2008). Attitudes and Attitude Change. New York: Taylor & Francis.
Wiratchai, N. (2005). Research Trend in Social Knowledge. Journal of Educational Administration Khon Kaen University. 1(2): 9-18.
Wu, S.I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Asia Pacific Journal of Marketing and Logistics. 21(2): 232-242.
Wu, W.Y., Lee, C.L., Fu, CS., & Wang, H.C. (2013). How can online store layout design and atmosphere influence consumer shopping intention on a websites? International Journal of Retail & Distribution Management. 42(1): 4-24.
Yadav, R., Sharma, S.K., & Tarhini, Ali. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management. 29(2): 222-237.
Yang, H., Liu, H., & Zhou, L. (2011). Predicting young Chinese consumers’ mobile viral attitudes, intents and
behavior. Asia Pacific Journal of Marketing and Logistics. 24(1): 59-77. Yodkaew, P. (2010). Attitude [On-line]. Available: https://www.gotoknow.org/posts/280647
Yoldas, S. (2011). A Research About Buying Behaviors of Online Customers’ Comparison of Turkey with UK. M.S. Thesis, University of Roehampton. London, UK.