Causal Relationship Model of Celebrity Endorser, Store Image, and Digital Marketing Affecting to Consumer Buying Decision at Multi-Brand Sneaker Store

Abstract

This research aimed to develop a causal relationship model of a celebrity endorser, store image, and digital marketing affecting to consumer buying decisions at multi-brand sneaker stores and to validate the consistency of a causal model with the empirical data. The research instrument was an online questionnaire using a 6-point rating scale. The samples of this study were 400 consumers who had ever used the services from multi-brand sneaker stores in Bangkok. Data were analyzed using basic statistics, Pearson’s product moment correlation, and using AMOS to validate the causal model.

The results indicated that the developed causal relationship model was consistent with the empirical data as demonstrated by the following goodness of fit indices: p-value=0.43, CFI=1.00, GFI=0.98 and RMR=0.07. In addition, the digital marketing had a positive effect on consumer buying decisions at multi-brand sneaker stores, and the effect level was 0.54. On the other hand, the celebrity endorser and store image had negative effects on consumer buying decisions at multi-brand sneaker stores, and the effect levels were 0.11 and 0.08, respectively. Moreover, the variables in the model could explain the variance of consumer buying decisions at multi-brand sneaker stores at 44 percent.