แบบจำลองความสัมพันธ์เชิงสาเหตุพฤติกรรมการซื้อผลิตภัณฑ์แปรรูปสัตว์น้ำของผู้บริโภคในประเทศไทย

Abstract

The purposes of this research were: 1) To develop a causal relationship model of fish processing product purchasing behavior of consumer in Thailand and 2) To test the invariance of a causal relationship model of fish processing product purchasing behavior of consumer in Thailand discriminate by income of consumer. This research was designed as quantitative research approach, and the unit of analysis was the person level. Data were collected one time. The sample of this research was a total of 700 consumers that were purchased fish processing product from the shop which were located in the south of Thailand, selected by using multistage sampling method. The determinated choice questionnaires were used to collect the information. Data were analysed using descriptive statistic such as mean, standard division, skewness, and kurtosis for the basis data. The hypothesis testing was performed by using structural equation modeling (SEM). The results indicated that a causal relationship model of fish processing product purchasing behavior of consumer in Thailand was consistent with the empirical data at good level. Also, the goodness of fit measures were found to be 2= 1960.84; df = 403; X2/df = 4.87; RMSEA = 0.07; CFI = 0.92; TLI = 0.91 and SRMR = 0.06. The data analysis revealed that statistically significant factors which were directly positive influence to fish processing product purchasing behavior comprised of 1) factors related to consumer including perception of product quality, influence of family member, mood related product, attitude of consumers, and health consciousness with influence size of 0.397, 0.163, 0.145, 0.144 and 0.099 respectively and 2) external consumer factor including suitableness of product price and suitableness of store environment with influence size of 0.290 and 0.156 respectively. Moreover, statistically significant factors which were indirectly positive influence to fish processing product purchasing behavior comprised of 1) factors related to consumer including influence of family member, experience of consumer, and perception of product quality with influence size of 0.082, 0.074 and 0.013 respectively and 2) external consumer factor including suitableness of product price and convenience related product with influence size of 0.318 and 0.277 respectively. And the analysis result demonstrated that the attitude of consumer, perception of product quality, influence of family members, mood related product, health consciousness, information search, suitableness of product price, and suitableness of store environment have described the variance of fish processing product purchasing behavior for 58 percent. Furthermore, causal relationship model of fish processing product purchasing behavior of consumer in Thailand was no invariance in aspect of form and parameter between high income group and low income group consumer.