Structural equation model of user control of flow as a full mediating effect between machine interactivity and user satisfaction
Keywords:
machine interactivity, user control of flow, user online satisfactionAbstract
The objective of this research is to examine the model of user online satisfaction which derives from the following factors: machine interactivity and user control of flow who bought products from social network business. The researchers applied the quantitative method to 599 customers who bought products from social network business and analyzed in term of structural equation model (SEM) analysis by AMOS.
The result revealed that 1) the model was consistent to the empirical data, Goodness of fit measures were found to be: Chi-square 32.932 (df=23, p=0.082); Relative Chi-square (c2/df) 1.432; Goodness of Fit Index (GFI) 0.988; Rood Mean Square Error of Approximation (RMSEA) 0.027; 2) In analyzing factors influencing user online satisfaction, it was found that two factored influence user online satisfaction in descending order of influence as following: user control pf flow (TE=0.668) and machine interactivity (TE=0.320) and all factors were predictive of user online satisfaction at 42.30 (R2=0.423) and 3) The influence of user control of flow as full mediating effect relationship between machine interactivity and user online satisfaction.
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บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฎพิบูลสงคราม
บทความที่ลงพิมพ์ใน วารสารวิทยาการจัดการมหาวิทยาลัยราชภัฎพิบูลสงคราม ถือว่าเป็นความเห็นส่วนตัวของผู้เขียนคณะบรรณาธิการไม่จำเป็นต้องเห็นด้วย ผู้เขียนต้องรับผิดชอบต่อบทความของตนเอง
