Structural Equation Modeling of the impacts of Brand Experience and Brand Trust on Brand Loyalty in case of Real Estate Agent in Secondhand Real Estate Market in Bangkok Metropolitan Region
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Abstract
The purposes of this research were to 1) study the level of brand experience, brand trust and brand loyalty in case of real estate agent in secondhand real estate market in Bangkok Metropolitan Region and 2) study the influence of brand experience and brand trust on brand loyalty in case of real estate agent in secondhand real estate market in Bangkok Metropolitan Region. The samples were 420 users or participants in the decision to use the service of real estate agent in secondhand real estate market in Bangkok Metropolitan Region at least 1 year. This study applied statistical methods, including percentage, average, standard deviation and structural equation modeling analysis (SEM). The results showed that majority of users or participants are female (60.5%), aged 31-40 years (43.8%), self-employed business (39%), bachelor's degree education (57.4%) and earning 30,001 - 45,000 baht per month (30.2 percent). The research outputs also indicated that the level of brand experience, brand trust and brand loyalty were high. Structural equation modeling analysis, the outputs indicated that the model fit into the empirical data (/df = 3.220, GFI = 0.946, AGFI = 0.903, NFI = 0.955, RFI = 0.932, IFI = 0.969, TLI = 0.952, CFI = 0.969, RMSEA = 0.730). Brand experience had influencing on brand trust. Brand experience had indirect influencing on brand loyalty. Brand trust had influencing on brand loyalty.
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ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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