แบบจำลองสมการโครงสร้างของความรำคาญที่รับรู้จากการยินยอมคุกกี้ต่อความเชื่อมั่นในแบรนด์และความตั้งใจซื้อสินค้าออนไลน์

kunnika Jakor; Narongrit Teeravech; Piyapan Suwannawach

Authors

kunnika Jakor Department of Finance, Faculty of Business Administration, Raja Mangala University of Technology Phra Nakhon
Narongrit Teeravech Department of Information Systems, Faculty of Business Administration, Raja Mangala University of Technology Phra Nakhon
Piyapan Suwannawach Department of Information Systems, Faculty of Business Administration, Raja Mangala University of Technology Phra Nakhon

Keywords:

Cookie Consent, Perceived Annoyance, Brand Trust, Online Purchase Intention

Abstract

This research aimed to study the perceived annoyance of cookie consent and its impact on brand trust and online purchase intention. This quantitative study utilized a questionnaire developed from a literature review and collected data from a sample of 287 individuals who purchased goods or services online using cookie consent. The model demonstrated empirical fit (χ²/df = 2.514, CFI = 0.90, TLI = 0.90, IFI = 0.973, RMSEA = 0.073) and was analyzed using Structural Equation Modeling (SEM). The results showed that perceived annoyance did not have a direct or indirect influence on brand trust and purchase intention. However, brand trust had a significant positive influence on purchase intention (β = 0.718, p < .001), indicating that brand trust remains the most important driver of online purchasing behavior. Therefore, building and maintaining brand trust yields more significant results than focusing solely on reducing consumer annoyance. Businesses and marketers can utilize these research findings to develop and support brand trust-building strategies to increase the likelihood of repeat purchases among online consumers in the long term.

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