CAUSAL,RELATIONSHIP MODEL OF FACTORS AFFECTING PURCHASING BEHAVIOR OF WORKING WOMEN TOWARD HOUSE BRAND PRODUCTS IN BANGKOK METROPOLITAN AREAS

摘要：

　　This research is quantitative which aims to study purchasing behavior of working women toward house brand products and to study causal factors affecting purchasing behavior of working women toward house brand products.Its conceptual framework is the Theory of Planned Behavior (TpB).Its sample size is 500 working women who are at the age between 20-49 and living in Bangkok Metropolitan Areas.The statistics including frequency, standard deviation, structural equation model, factor relationship model by LISREL and Confirmatory Factor are used as analysis tools.The research finds that perceived behavior control can serve as a proxy and contribute to the prediction of the behavior of purchasing the house brand products.

关键词： Causal Relationship Model Purchasing Behavior Working Women Theory of Planned Behavior

作者: Jirawan Deeprasert Chirawut Lomprakon

作者单位: Faculty of Business Administration, Panyapiwat Institute of Management, 85/1 M.2 Changwattana Rd.,Bangtalad, Pakkred, Nonthaburi 11120, Thailand

会议类型: 国际会议

会议名称: The 11th International Conference on Industrial Management(第十一届工业管理国际会议)

会议地点: 日本

会议语种:英文

页码: 591-594

在线出版日期: 2012-08-29（万方平台首次上网日期，不代表论文的发表时间）