ปัจจัยในห่วงโซ่คุณค่าที่ส่งผลต่อความตั้งใจซื้อสินค้าของผู้บริโภคสีเขียวในยุคเศรษฐประสบการณ์

Abstract

The objective of this research was to study the contributory factors in value chain towards purchase intention of green consumer in experience economy and purchase intention of green consumer. The researcher used an online questionnaires as a research tool to collected data. 400 respondents were returned. 400 respondents. The general data were analyzed with descriptive statistic and analyzing the structural models with LISREL 8.80. The results of the research found that, Model of factors in value chain towards purchase intention of green consumer in experience economy and purchase intention of green consumer was consistent with empirical data, Considering the value of X2 = 0.68 , df = 2 , p = 0.71 GFI = 1.00 , AGFI = 0.99 , CFI = 1.00 , TLI = 1.00 , RMSEA = 0.00 , RMR = 0.001 , SRMR = 0.0037, Good of Fit Index (GIF) = 1.00, Adjust Goodness of Fit Index (AGFI) = 0.99, Comparative Fit Index (CFI) = 1.00, Tucker-Lewis Index (TLI) = 1.00, Standardized Root Mean Squared Residual (SRMR) = 0.0037 and Root Mean Squared Error of Approximation (RMSEA) = 0.00