The Causal Relationship Model of Purchasing Decision through Electronic Commerce System on Social Media of The Consumer in Area of Nong Bua Lamphu Province

Abstract

This article aimed (1) to examine the consistency of the causal relationship model of purchasing decision through electronic commerce system on social media of the consumer in area of Nong Bua Lamphu which developed together with empirical data, and (2) to analyze the influence of latent variable between social media marketing and the trust in purchasing goods and purchasing decision through electronic commerce on social media of consumers in the area of Nong Bua Lamphu province. This was quantitative research studied from the questionnaires. The samples using for the research were 220 persons from the consumers in area of Nong Bua Lamphu province. The instruments using for collecting data were questionnaires. The statistics using for data analysis were structural equation modeling by regulation of consistency factor analysis and method of path analysis. The results of findings were as follows the causal relationship model of variables development was conformity with empirical data. The variables of social media marketing have direct positive influence towards on the variable of purchasing decision through electronic commerce system on social media, and indirect positive influence on the variable of purchasing decision through electronic commerce system on social media with the variable of trust in purchasing goods as the mediator variable. Additionally, the variable of trust in purchasing goods has a direct positive influence on the variable of purchasing decision through electronic commerce system on social media. And the variable of social media marketing has a direct positive influence on the variable of trust in purchasing goods. The variables of social media marketing, trust in purchasing goods, could explain of the variance in the variable of purchasing decision through electronic commerce system on social media for 95%.