The Linear Structural Relationship Model of Factors Affecting Consumer Loyalty of Thai Organic Livestock Commodity

Abstract

     The purpose of this study was to study the linear structural relationship model (SEM) of factor effect to consumer loyalty of Thai organic livestock commodity. This research was conducted by using quantitative approach through survey research and reported on 400 subjects. The data was collected by using questionnaire which satisfied validity and reliability. The data acquired was processed to find percentages, mean and standard deviation by SPSS program. The AMOS program was utilized for conducting confirmatory factor analysis (CFA) and to synthesize SEM congruent with the CFA results. The regression curve in the projected diagram was also analyzed by the AMOS program.

     The results of which led to modifications in the linear structural relationship model of factor effect to consumer loyalty of Thai organic livestock commodity. Consequently, the dissertation was explanatory 

of the consistency of hypothesized model with the modified model at good criteria levels. (CMINDE=1.19, P-value=0.10, CFI=0.99, GFI=0.97, AGFI=0.94 and RMSEA=0.02). The factors that had direct, indirect and total effect: 1) the factors affecting consumer loyalty were CSR in process and consumer perceived value 2) the factors directly affecting the consumer loyalty were consumer perceived value, CSR and trust. A CSR variables described the variance of consumer perceived value, trust and consumer loyalty at 12.0, 15.4 and 26.0 percent, respectively.