Confirmatory Factor Analysis of Consumer Decision Making for Buying Coffee in Gas Stations in Bangkok Metropolitan
Article Sidebar
Main Article Content
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 /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.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.