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The purpose of this research was 1) to test the congruence or the fit of the constructed structural equation model with empirical data, and 2) to analyze the structural equation models of factors affecting women’s intention to buy beauty products through e-commerce channels. This research is quantitative research, using a questionnaire to collect data from 355 women in the Bangkok district who bought beauty products through e-commerce channels. The data were analyzed by using Structural Equation Model Analysis.
From Structural Equation Model, the developed model is congruent with empirical data by considering that the chi-square value is 95.41, the P-value is 0.7916, the chi-square / the degree of freedom is 0.9637, the CFI is 1.00, the GFI is 0.97, the AGFI is 0.95, and the RMSEA is 0.0000. The study found that the cognitive factor and normative factors had a positive direct influence on women's intention to purchase beauty products through e-commerce channels. Likewise, the cognitive factor and normative factors also indirectly and positively influence women's intention to purcahse beauty products through e-commerce channels, with the attitude factor as a mediator variable. The results of this research may be applied to plan and execute marketing strategies that meet the needs of women consumers, together with the development of service models to boost sales of beauty products through e-commerce channels in the future.
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