CAUSAL RELATIONSHIP MODEL OF PURCHASING DECISION COSMETICS VIA TWITTER OF THE CONSUMER IN BANGKOK AND METROPOLITAN AREAS

Abstract

          The objective of this research were to: (1) develop a causal relationship model of purchasing decision cosmetics via twitter of the consumer in Bangkok and metropolitan areas, and (2) check the consistency of a causal relationship model developed with empirical data from 553 respondents. Those responds were collected from convenience sampling who have bought cosmetics through twitter Social network. A tool for collecting research data is 7 scales online questionnaires. The structural equation model analysis with used by a computer program data analysis for 5 components: 1) Argument Quality 2) Source Credibility 3) Tie Strength 4) Product Usefulness Evaluation and 5) Purchasing Decision
          The findings were as follows: the model is consistent with the empirical data to a great extent. The statistic shows the Chi-square statistics goodness of fit test () = 521.259, degrees of freedom (df) = 73, CMIN/df = 1.928, GFI = 0.968, AGFI = 0.948, SRMR = 0.034, RMSEA = 0.041 and the final is the predictive coefficient of 0.89. Therefore, the model could explain the variables of purchasing decision 89 percent with Argument Quality, Source Credibility, Tie Strength and Product Usefulness Evaluation, which are combined affecting the purchasing decision cosmetics on twitter Social network.