Influence of Marketing Factors on Customer Purchase Decision of Yongchuan Xiuya Characteristic Tea with Two Mediators in Chongqing, China

บทคัดย่อ

The objectives of this study were to study the direct, indirect, and total effects of brand attachment, place attachment, and website attachment on customer purchase decisions, with consumer motivation and website customer orientation as mediators. The population consists of about 10 million people in Chongqing, China. Stratified random sampling is applied to selecting a random sample of 400. The questionnaire was a research instrument. Confirmatory factor analysis and structural equation modeling were mainly used to analyze research data.

The results of this study found that. 1) Place attachment, website attachment, and brand attachment directly affected website customer orientation and could explain the variation of 73.6%. They also directly affected purchase motivation and could explain the variation of 47.9%. 2) Place attachment and website attachment directly affect customer purchase decisions statistically significantly at 0.100. 3) Place attachment, website attachment, and brand attachment indirectly positively affected purchase decisions through purchase motivation and website customer orientation as mediators, statistically significantly at 0.05. 4) Purchase motivation and website customer orientation directly affect purchase decisions statistically significantly at 0.05. 5) place attachment, website attachment, brand attachment, website customer orientation, and purchase motivation all affected customer purchase decision latent dependent variable and could explain the variation of 63.5%