โมเดลความสัมพันธ์เชิงสาเหตุของการตลาดเชิงประสาทสัมผัสและการตลาดสื่อสังคมออนไลน์ที่ส่งผลต่อการตัดสินใจใช้บริการร้านกาแฟของเจเนอเรชั่น Y

Abstract

This research aimed to develop a causal relationship model of sensory marketing and social media marketing towards Gen-Y’s decisions on using coffee shop services and verify the consistency of the model by empirical data. The expected benefits from this research include the development and improvement of coffee shops’ sensory marketing and social media marketing, the formulation of marketing strategies for the coffee shops and related businesses as well as the development of marketing media for the coffee shop business. The model variables consisted of three latent variables: sensory marketing, social media marketing and Gen-Y’s decisions on using coffee shop services. The sample group was 300 Gen-Y men and women aged 20-40 years who were born between 1980 and 2000. The sample was selected by stratified random sampling, and data were collected using questionnaires. The data were further analyzed by descriptive statistics, Pearson correlation analysis and the structural equation model. The findings revealed that the correlation model between sensory marketing and social media marketing towards Gen-Y’s decisions on using coffee shop services was consistent with the empirical data. To be more precise, the Chi-square statistic was 72.77, the degrees of freedom (DF) equaled 75, probability (p) was 0.55, GFI was 0.97, AGFI was 0.95, CFI was 1.00, SRMR was 0.02, RMSEA was 0.00 and the correlation coefficient value was 0.77, which suggested that all the variables in the model could explain 77 percent of the variance of sensory marketing and social media marketing towards Gen-Y’s decisions on using coffee shop services. Keywords: Sensory marketing, Social media marketing, Decision making, Café,