Causal Relationship Model of Logo Design Purchase Decision on Facebook of Consumers in Bangkok

Abstract

The research is to develop a causal relationship model of logo design purchases decision making on Facebook of consumers in Bangkok and to examining the consistency of the model with empirical data samples. Research tool was online questionnaires. A sample of 280 people who have been purchased logo design service on Facebook and live in Bangkok. Statistics in data analysis were frequency, percentage and structural equation model analysis. The questionnaires contain the query measure gauges for measuring variables included 6 variables: 1) Social Identity 2) e-WOM 3) Perceived Risks 4) Trust 5) Purchase Intention and 6) Purchase Decision

          The results of the research showed that the causal relationship model was developed in accordance with empirical data. The final is predictive coefficient of 0.83, indicating that the variables in the model can explain the variance of purchase decision to logo design service on Facebook 83 percent. It was found that the Purchase Intention were the most influence on logo design service purchases decision on Facebook of consumers in Bangkok.