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Confirmatory Factor Analysis of Consumer Decision Making for Buying Coffee in Gas Stations in Bangkok Metropolitan |
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| รหัสดีโอไอ | |
| Creator | Pisit Chumnanna |
| Title | Confirmatory Factor Analysis of Consumer Decision Making for Buying Coffee in Gas Stations in Bangkok Metropolitan |
| Publisher | Assumption University Press |
| Publication Year | 2565 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 15 |
| Journal No. | 1 |
| Page no. | 219-226 |
| Keyword | Component analysis, decision making for buying coffee, gas station |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/6341 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | The objective of this research was to conduct confirmatory factor analysis of decision making for buying coffee in gas stations. The sample consisted of 493 consumers who buy coffee in gas stations in Bangkok Metropolitan Region. Convenience sampling method was used to select the sample. Data were analyzed using the second order confirmatory factor analysis. The results indicated as follows: The confirmatory factor model of decision making for buying coffee in gas stations had construct validity or congruence with the empirical data (GFI = 0.987, AGFI = 0.969, RMR = 0.011, RMSEA = 0.029 and x^2/df = 1.42), 10 indicators from 5 factors were decision making for buying coffee in gas stations, i.e. need recognition/problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. |
