Causal Relationship Model of Loyalty in Following Page Facebook FC Bayern Munich TH in Thailand

Abstract

        The objective of this research were to develop a causal of relationship model of loyalty in following page Facebook FC Bayern Munich TH in Thailand and to validate the consistency of the causal relationship model with empirical data. The tools used in the research are online ques- tionnaires. The sample group consisted of 400 people who have been following Facebook page FC Bayern Munich TH. The statistics used in data analysis were frequency, percentage, mean, standard deviation, skewness, kurtosis and The structural equation model is used to analyze causal relationships to find the path to the causal influence of the variables consisting of 5 components are 1) Experience 2) Trust 3) Utilitarian Content Value 4) Hedonic Content Value 5) Loyalty. The results of the research showed that the causal relationship model was developed in accordance with empirical data. The final is predictive coefficient of 0.77, indicating that the variables in the model can explain the variance of loyalty by 77 percent. It was found that Hedonic value were the most influence on Loyalty in following page Facebook FC Bayern Munich TH in Thailand. This can be concluded Hedonic content value such as enjoyment and satisfaction are the key influence factors that lead to Facebook Page Loyalty. As the result of research, this theory can be applied for those who want to build a strong relationship between Facebook page owner and their audiences in order to create Loyalty among those who following the Facebook page.