Influences of motivation, logistics management and marketing innovations affecting brand loyalty of beauty dietary supplements of online consumer groups in Thailand
Keywords:
Motivation, Logistics management, Marketing innovations, Brand loyalty, Beauty dietary supplementsAbstract
This research aimed to: 1) study the level of motivation, logistic management, marketing innovation and brand loyalty of beauty dietary supplements of online consumer groups in Thailand; 2) check the harmonization of motivation, logistics management, and marketing innovations that influence brand loyalty of beauty dietary supplements among consumers in Thailand which developed with empirical data; and 3) study the influence of motivation, logistics management and marketing innovations that affect the brand loyalty of beauty dietary supplements of online consumer groups in Thailand. The samples were 385 online consumers, using a multi-stage stratified random sampling to collect data with a questionnaire. Data were analyzed by mean, standard deviation, and structural equation model.
The results were as follows; 1) Motivation levels of online consumers were high, opinion levels of logistics management, marketing innovation, and brand loyalty were high. 2) The structural equation model of motivation, logistics management and marketing innovations that influence brand loyalty of supplements for beauty among consumers in Thailand developed in convergent validity, and 3) Motivation and logistics management directly influenced marketing innovation and indirectly influence brand loyalty through marketing innovation at .05 level of significance, and marketing innovations influenced brand loyalty of beauty dietary supplements of online consumers in Thailand at .05 level of significance.
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