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2555 - คุณค่าตราสินค้าและลักษณะประชากรศาสตร์ที่มีผลต่อกระบวนการตัดสินใจเลือกเข้าศึกษาต่อในมหาวิทยาลัยราชภัฏเขตภูมิศาสตร์ภาคกลาง
2555 - คุณค่าตราสินค้าและลักษณะประชากรศาสตร์ที่มีผลต่อกระบวนการตัดสินใจเลือกเข้าศึกษาต่อในมหาวิทยาลัยราชภัฏเขตภูมิศาสตร์ภาคกลาง
25555
PARICHART PETVISES
---------------------------------------------------------
52B53180303
2554
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( . )
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( . )
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( . )
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( )
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( . )
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( . )
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( . )
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( . )
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52B53180303
.
.
2554
9,912
420
0.5
0.968
73.17
8.80 (LISREL 8.80)
1)
RMSEA =0.042 RFI = 0.97 NFI =0.98 NNFI= 0.99 GFI = 0.95
AGFI=0.94 PGFI = 0.72
2)
Thesis Title
Student
Student ID
Degree
Field of Study
Thesis Advisor
Thesis Co-Advisor
Academic year
ABSTRACT
Brand equity of university plays an important role in decision making of
students to choose where to study. Demographic pattern of population also has a
relevance affect on value of brand equity. This study aimed at the value of brand
equity of university and population in central region of Thailand that affect the
decision making of students. Causes and effects of brand equity and students
decision making were also statically analyzed based on questionnaires data. 420
subjects were randomly selected from 9,912 people, a whole population, for this
study. Hypotheses were tested statistically by LISREL (Linear Structural Relationship)
version 8.80. Statistical tools using in this study comprised percentage, mean,
standard deviation, skewness, kurtosis, index of items objective congruency (IOC),
Cronbachs coefficient, anddiscrimination.
The casual analysis of value of brand equity of Rajabhat universities in
central region of Thailand and student decision making showed a good correlation
with empirical evidence.
1) The correlation indices including RMSEA, RFI, NFI, NNFI, GFI, AGFI and PGFI
were 0.042, 0.97, 0.98, 0.99, 0.95, 0.94, and 0.72, respectively. Demographic pattern of
population had no impact on decision making.
2) Demographic pattern did have direct negative impact on university official
services. Brand equity had direct negative impact on students decision making and
also had direct positive impact on university official services after being offer the
study. Students decision making had direct negative impact on both pre- and postuniversity official services.
. .
5 . .
. . .
.
.
.......
........
..
..........................................................................................................................................
................................................................................................................................
...................................................................................................................................
1 ................................................................................................................................
1.1 ...................................................................
1.2 ..........................................................................................
1.3 .....................................................................................
1.4 ..............................................................................................
1.5 .................................................................................................
1.6 ....................................................................................
1.7 ....................................................................
2 ........................................................................................
2.1 .........................................................................................
2.2 ..............................................................
2.3 ..........................................................
2.4 .....................................................................................
2.5 ......................................
2.6 ....................................................................................................
3 .............................................................................................................
3.1 .......................................................................................
3.2 ...............................................................................................
3.3 .....................................................................
3.4 ....................................................................................
3.5 ...............................................................................................
3.6 ....................................................................................................
4 ......................................................................................................
4.1 ................................................................................
1
1
3
3
4
4
6
7
8
8
10
26
49
56
60
71
71
75
76
78
80
81
87
89
()
4.2 /
..............................................................................................................
4.3 ......................................................
4.4
.................................................................................................................
5 ..
5.1 ..
5.2 .
5.3 .........
.................................................................................................................................
......................................................................................................................................
...................................
............................................................................
IOC ......................................................
........................................
..................................
LISREL.......................................................................
......................................................................................................................
93
99
111
114
115
117
121
122
131
132
153
160
164
172
179
187
1.1
2551-2553
2.1 ..................................
3.1 .........................
3.2 .........
4.1
...................................................
4.2
......................................................
4.3 /
() ..................................................................................................................
4.4 /
() ..................................................................................................................
4.5 .........................
4.6 .................................................................................
4.7 (Structural Model)
.................................................................................................................
2
52
72
73
90
92
94
96
100
104
106
1.1 2551-2553...
3
1.2 ...............................................................................................
4
2.1 ............................................................................................. 14
2.2 .................................................... 18
2.3 20
2.4 23
2.5 (Brand Equity Model)
24
2.6 (Model of Buyer Behavior) 27
2.7 4 (Four Types of Buying Behavior)....................................... 32
2.8 5 ............................................................... 34
2.9 ..................................... 36
2.10 (Successive Sets) ..................... 39
2.11 ............................................ 41
2.12 ................................................... 43
2.13 ................................................... 44
2.14 ..................................................................................................... 47
2.15 ............................................. 48
2.16 ................................................... 54
2.17 ................................................................. 60
4.1
() 95
4.2
(). 98
4.3 108
.................................
4.4
....................................................................................... 111
4.5
..................................................................................................................... 112
4.6 ......................... 113
1.1
..2552
(, 2552)
(Image)
(Kotler, 2000)
(Kotler, 2003) (Brand)
(Brand Equity) (Keller, 1998)
(Aaker, 1991)
20-25
30-35 2553 40-45
( , 2553)
20
( 360 , 2553)
5
1.1
5
2551-2553 4
( , 2553)
1.1
1
2
3
4
5
1.1
2551-2553
2551
15,910
7,353
2,487
6,188
5,630
2552
14,061
7,801
3,155
4,690
6,442
: (2553)
2553
13,095
3,612
3,978
7,520
3,793
16000
15910
14061
14000
13095
12000
10000
8000
6000
6188
6442
5630
3612
3978
2487
7520
4690
4000
2000
7801
7353
3973
3155
1.1
2551-2553
: (2553)
1.2
1.2.1
1.2.2
1.3
(Aaker, 1996) 5 (Brand Awareness)
(Brand Loyalty) (Perceived Quality)
(Brand Association) (Other
Proprietary Brand Assets) 3
(Christopher H., Lovelock., & Jochen Wirtz,
2007) 3 (Prepurchase Stage)
(Service Encounter Stage) (Post-Encounter Stage)
1.2
: Aaker (1991), Christopher H., Lovelock ., & Jochen Wirtz (2007)
1.4
1.4.1
1.4.2
1.5
1.5.1
1.5.2
1)
2)
(
) (
) (
)
1.5.3
1
2/2553 5
1)
1 2/2553
9,912 1,905
2,055 2,723
1,455
1,774 ( 2554
5 )
2)
1
2/2553 9,912 (Multi-Stage
Random Sampling)
(Lindeman, Merenda, Gold & Wiss , 2542)
420
1.6
(.)
(.)
3
1.7
1.7.1
1.7.2
1.7.3
2.1
2.2
2.3
2.4
2.5
2.6
2.1
(Brand)
(Product)
(American Marketing Association) ( ,
2550) (Name) (Term) (Symbol)
(Design)
(Aaker, 1991)
(David Ogilvy , 2551)
(Brand)
Brand
(2542)
(Name) (Word) (Sign) (Symbol) (Design)
(Brand) (1) (Durable
Personality) (Physical Value)
(Functional Value) (Psychological Value)
(2)
(3)
(Perceptual Image) (4)
(2547) (Brand)
10
2. (Brand Mark)
(EtZel, Walker & Stanton,
2004) Caltex
3. (Logo)
4. (Trademark)
5. (Slogan)
King Power King of Duty Free
(Koter, b1997) 4
1. Attribute
2. Benefit
3. Value
4. Personality
2.2
(Brand Equity)
11
12
(Aaker, 1991)
(Assael, 1994)
(Keller, 1993)
(Gronroos, 2000)
13
(2542) (Brand Loyalty)
(Purchase Behavior) (Psychological)
1. (Purchase Behavior)
2. (Psychological)
3
2.2 (Confidence)
2.3 (Centrality)
2.4 (Accessibility)
SONY
(2547)
5
14
3
4
Committed Buyer
Switchers/Price
Sensitive Indifferent
No Brand Loyalty
2.1
: (Aaker, 1996)
15
(Aaker, 1996)
1. (Reduced Marketing Costs)
2. (Trade Leverage)
3.
(Attracting New Customers (Create Awareness, Reassurance)
16
4
1 (Recognition)
(Product Class)
2 (Recall)
3 (Top of Mind)
(Awareness)
2
-
-
(Event Promotion) (Sponsor)
4 (To Dominant)
(Generic Name)
1. (Anchor to Which Other
Associations can be Attached)
17
4. (Brand to Consider)
1. (Be Different)
2. (Involve Slogen or Jingle)
3. (Symbol Exposure)
4. (Communication)
5. (Event Sponsorship)
18
900
(Perceived Quality)
(Reason-to-Buy)
(Brand Extension)
2.2
: (Aaker, 1996)
19
1. (Reason to Buy)
5. (Brand Extension)
20
2.3
: (2547)
1. (Product Attributes)
2. (Intangible)
3. (Customer Benefit)
AIS
21
4. (Relative Price)
5. (User)
6. (Celebrity)
2. (Picture Interpretation)
3. (Brand as a Person)
4.
5. (In-Depth Look at the User Experience)
6. (Describing the Brand User)
22
1. (Differentiation)
2. (Reason-to-Buy)
3. (Positive Attitudes/Feeling)
4. (Basic for Extensions)
23
(Perceived Quality)
(Brand Awareness)
(Brand Associations)
(Brand Equity)
-
(Efficiency and Effectiveness of Marketing
Programs)
- (Brand Loyalty)
-/ (Prices/Margins)
- (Brand Extensions)
- (Trade Leverage)
-
(Competitive Advantage)
-
(Interpretation/Processing of
Information)
-
(Confidence in the Purchase Decision)
-
(Use Satisfaction)
(Brand Loyalty)
2.4
: (Aaker, 1996)
24
-
-/
-
-
(Brand
Equity)
(Perceived
Quality)
-
-
/
-
-
-/
-
-
-
(Brand
Associations)
(Other
Proprietary
Brand
-/
-
-
(Brand
Awareness)
(Brand
Loyalty)
-
-
-
-
-
-
Assets)
-
-/
-
25
1 (Indirect Approaches)
(Brand Knowledge)
1. (Brand Awareness)
(Brand Recognition)
2. (Brand Image)
(Quantitative)
(Qualitative)
2 (Direct Approaches)
26
1.3 (Leadership)
1.4 (Internationality)
1.5 (Trend)
1.6 (Support)
1.7 (Protect)
2.
2.3
(Solomon,
2002) (Consumer
Behavior)
(Bearden, Ingram & LaForge , 2549)
(1)
(2) (Marketing Concept)
(Marketing Strategies)
27
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
(Culture)
(Subculture)
28
(Social Classes)
2.3.1.2 (Social Factors)
(Reference Group)
(Membership Groups)
(Apparitional Groups)
(Family)
(Family of Orientation)
(Family of Procreation)
(Roles and Statuses)
(Status Symbol)
29
(Occupation)
(Economic Circumstances)
(Lifestyle)
30
(Perception)
3
- (Selective Attention)
UHT
- (Selective Distortion)
- (Selective Retention)
(Learning)
(Drive) (Stimuli)
(Cues) (Responses) (Reinforcement)
31
2.3.2
(2550)
(Buying Roles)
5
1. (Initiator)
2. (Influencer)
3. (Decider)
4. (Buyer)
5. (User)
(Major Types of Buying Situation)
2.7
32
(High Involvement)
1.
(Complex Buying Behavior)
(Low Involvement)
4.
2.
(Dissonance-Reducing
Buying Behavior)
3.
(Habitual Buying Behavior)
(Differences Between
Brands)
(PC)
2. (Dissonance-Reducing Buying Behavior)
(Post Purchase Dissonance)
33
(Brand Loyalty)
2-3
Brand
4. (Variety-Seeking
Buying
Behavior)
(Brand Switching)
34
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behevior
1 (Problem Recognition)
35
2 (Information Search)
2
4
1.
2.
3.
4.
36
1. :
2. :
3. :
4. :
4
2
2.9
: (Kotler, 2003)
37
1.
2.
2
(2552)
5 (Five-Stage Model of the Consumer Buying Process)
1. (Problem Recognition) (Need
Recognition)
(Kerin, Hartley & Rudelius, 2004)
38
2. (Information Search)
(1)
(2) (3)
2
2.1 (Internal Search)
2.10
39
(Total set)
(Awareness set)
(Consideration set)
(Choice set)
(Decision)
IBM
IBM
IBM
Apple
Dell
HewlettPackard
Toshiba
Compaq
NEC
Tondy
Apple
Apple
Dell
Dell
Hewlett-Packard Toshiba
Apple
Dell
Toshiba
Compaq
IBM
3. (Evaluation of Alternatives)
(Schiffman & Kanuk, 2007)
3.1 (Product Attributes)
(1)
(2)
40
(3)
(4)
3.3 - (Expectancy-Value Model)
4. (Purchase Decision) 3
2.11
41
(Attitudes of others)
(Evaluation of
Alternatives)
(Purchase
Intention)
(Anticipated
Situational Factors)
(Purchase
Decision)
(Unanticipated
Situational Factors)
2.11
: Kotler & Keller, 2009 (2552)
42
5 (1)
(2) (3) (4)
(5)
5. (Postpurchase Behavior)
3
5.1 (Postpurchase Satisfaction)
(Dissatisfied)
(Satisfied)
(Delighted)
43
(Product)
2.12
: (Kotler & Keller, 2009 , 2552)
(2552)
(Black Box)
5
2.13
(Buying Decision Process) 5
44
(Psychological
(Social Factors)
Identification
of
Alternatives
Evaluation of
Alternatives
(Purchase
and
Related
Decision
Post-Purchase
Behavior
Need
Recognition
(Information Factors)
(Situation Factors)
2.13
: Michael J. Etzel, Bruce J. Walker, & William J. Stanton (1997)
(2552)
1. (Need Recognition)
(Need)
(Want)
( )
2. (Identification of Alternatives)
45
(Involvement Level)
(HighInvolvement)
(Low-Involvement)
4
1)
2)
3)
4)
3. (Evaluation of Alternatives)
( 3-5 )
(HighInvolvement Product)
46
(Low-Involvement Product)
2-3
2-3
4. (Purchase and Related
Decision)
5. (Post-Purchase Behavior)
(Cognitive Dissonance)
24
(2550)
1. (Need Recognition)
(Desired State of Affairs)
(Actual State of Affairs)
(Self-Image)
(Physical Fitness)
2.14
47
2.14
: (2550)
1.
2.
(Inpulse Buying)
2. (Search for Information)
(Degree of Search)
()
(Internal Search)
3. (Pre-Purchase Alternative Evaluation)
(Evaluative Criterial)
( )
2.15
48
2.15
: (2550)
1. (Price)
2. (Brand)
3. (Country of Origin)
49
2.4
2.4.1
(Chistopher H. Lovelock & Lauren
Wright, 2003 (2546)
(Process)
(Benefits)
(Silvestro & Johnston, 1990 ,
2547) (They do
things for you. They dont make thing.)
(Philip Kotler & et. All. 2007
, 2549) (Service)
(2549)
(2549) (Service)
(2547) (Service)
2
1.
50
2.
2.4.2
(2549)
() ()
1.
(Labor Intensive)
2.
3.
4.
51
5.
2.4.3
(2549)
3
1.
2.
-
-
-
3.
52
2.1
( )
:
( )
:
/
/
53
2.1 ()
()
:
/
()
:
1. (People Processing)
2. (Possessions Processing)
54
1. (Intangibility)
2. (Inseparability)
2.16
(4P)
-
(-)
2.16
: (2549)
3. (Variability)
55
4. (Perishability)
5. (Ownership)
(2547)
5 2.2
1.
2.
3.
4.
5.
2.2
1.
2.
3.
4.
5.
: (2547)
1. (Intangibility)
56
2. (Inseparability)
1 1
3. (Variability)
4. (Heterogeneous)
5. (Perishability)
2.5
(The Purchase Process for Services)
57
(2547)
3
58
1.
2.
(High Interaction)
2.1
2.2
(Low Interaction)
(Service Mind)
59
2.3
2.4
3.
60
2.17
: (2547)
2.6
2.6.1
(2548)
5 1
2
3 4
5
61
(2548)
(Brand Equity)
(Brand Awareness)
4 1) 2)
3) 4)
(Brand Associations)
3 1) 2)
3) (Perceived Quality)
3
1) 2) 3)
5
5
(2548)
()
(Brand Equity)
(Brand Attribute)
(Brand Image)
(Brand Loyalty)
(Brand Awareness)
(Brand Perceive Quality)
(Brand Association)
(2548)
62
.
.
4
(2548)
Cronbach Coefficient
Alpha 5
Unif 1 80.46 Tipco
2 77.54 Malee 3 72.05
UFC 4 55.94 Chabaa
5 50.35
(2548)
1 1-3 2,000-4,000
(2549)
63
SEIKO
.05
.01
(2549)
(2549)
64
(2550)
4
(2550)
7
(Special Event) (Display) (Public
Relation)
(2550)
(Make Up)
(Make Up)
65
(2550)
.
(2550)
2 1) 2)
(Brand Awareness)
1) 2) 3)
(Brand Association) 3
(Perceived Quality)
2 1) 2)
(Brand Loyalty)
2 1)
2)
66
(2551)
(2551)
(2551)
()
67
(2551)
(ConsumerBased Brand Equity)
(2552)
(.)
1
2
3
(2552)
E-Marketplace
4 (Brand Awareness)
(Perceived Quality) (Brand
Associations) (Brand Loyalty)
(Brand Equity)
68
(2552)
/
(2552)
(2552)
.05
69
2.6.2
(Ann Mitsis, 2007)
600
(Back, 2001)
(Attitudinal Brand Loyalty)
(Behavioral Brand Loyalty)
70
(Quantitative
Research) (Questionnaire)
3.1
3.2
3.3
3.4
3.5
3.6
3.1
3.1.1
1 2/2553
9,912 1,905
2,055 2,723
1,455
1,774 ( 2554
5 )
3.1.2
1
2/2553 5 420
(Multi-Stage Random Sampling)
1
(Lindeman, Merenda, Gold & Weiss ,
2542)
20 1
16 10
72
6
6
21
420
2
3.1
1,905
81
2,055
87
2,723
115
3.1
1,455
62
1,774
75
9,912
420
3.2
73
3.2
435
18
436
19
238
10
25
147
486
21
64
34
40
1,905
81
56
676
29
462
19
384
16
86
74
3.2 ()
/
120
87
95
65
2,055
88
248
10
366
15
182
812
34
24
413
17
702
32
2,723
115
441
19
356
15
338
14
320
14
1,455
62
75
3.2 ()
/
769
32
337
14
108
10
328
14
1,774
74
232
9,912
420
3.2
3.2.1
3.2.2
(
) (
) (
)
76
3.3
(Questionnaire)
(Self-Administered Questionnaire)
3
1
1-5
(Multiple Scale)
2 5
(Close-Ended Questions)
5 (Likerts Five Rating Scale)
(Interval Scale)
5 ( , 2548)
5-1
5
0.80
77
4.21 - 5.00
3.41 4.20
2.61 3.40
1.81 2.60
1.00 1.80
3
3 (
) ()
( )
(Close-Ended Questions) 5
(Likerts Five Rating Scale)
5
4
3
2
1
(Interval Scale)
5 ( , 2548)
5-1
5
0.80
4.21 - 5.00
3.41 4.20
78
2.61 3.40
1.81 2.60
1.00 1.80
3.4
3.4.1
1.
2.
3.
4.
3
( )
() (
)
5.
3.4.2
3.4.2.1
1.
5
2.
(Index of Items Objective Congruency : IOC)
79
+1 =
0 =
-1 =
IOC =
R =
+1
=
IOC 0.5 1.00
IOC 0.5
2.
( , 2552)
1
n
=
=
=
=
80
3.4.3
3.4.3.1
40
0.70 ( , 2548)
0.968
3.4.3.2
(Factor Analysis)
1
2 3
3.4.3.3
73.17 26.83
t-test
3.5
3.5.1
(1
2/2553
5
81
)
3.5.2 420
3 ( 2554)
3.5.3
3.6
3.6.1
3.6.2
3.6.3
3.6.4
8.80 (LISREL 8.80) Serial Number : LP880-SMR49-97764
(Maximum Likelihood Estimate : ML)
3.7
1.
1.1
1.2
1.3
1.4
2.
2.1
(Maximum Likelihood : ML) (
, 2542)
82
=
S
= -
= -
k
=
tr
=
2.2
2.2.1 - (Chi-Square)
Observed Sample CovarianceMatrix -
-
-
( , 2542)
SEM Estimated Covariance Matrix (Reproduced
Variance-Covariance Matrix)
S
2
= (N 1)(S k )
=
= Observed Sample Covariance Matrix
= SEME Stimated Covariance Matrix Reproduced Variance-
Covariance Matrix
2.2.2 (Degree of Freedom : df)
Chi-Square
83
df Chi-Square
p-Value Chi-Square 0.05
df
Degrees of Freedom = 1 [ p ( p + 1)] k
2
p = (Observed Variables)
k = (Free Estimated
Parameters)
2=
1
df
RMSEA =
(N 1)
84
2=
of Freedom
NNFI =
df Null
2
Null
df Null
2=
2
df
2
Null
of Freedom
df = Degree of Freedom
dfNull = Fegree of Freedom Independence Model
2.2.5 Relative Fit Index : RFI 0.00 -1.00 RFI
LISREL 8.80
df
RFI = 1 2
Null
df Null
2=
Freedom
85
GFI = 1
GFI =
'
Fk = (S ) W 1 (S ) Matrix
Fk
F0
Chi-square Chi-Square
Degree of Freedom ( COD NCP)
Chi-square
Matrix
2.2.7 (Adjusted Goodness of Fit
Index : AGFI) GFI
AGFI LISREL 8.80
F0 = S W 1S
k (k + 1)
AGFI = 1
(1 GFI )
2df
AGFI =
K =
df = Degree of Freedom GFI
2.2.8 (Parsimony
Goodness of Fit Index : PGFI) GFI
86
2df
PGFI =
GFI
k (k + 1)
HI
2
(N 1) critical
HI = 1 +
2
[1.645 +
1 +
HI =
2
critical
HI =
HI
(2df
1)
2 2
(N 1)
2.58 + (2df 1)
2 2
(N 1)
AMOS LISREL HI
=
= Minimum Fit Function Chi-Square
2
= Chi-square = 0.05
critical
Df = degree of Freedom
1)
2)
4
1
2 /
2.1 /
()
2.2 /
()
3
4
Mean
S.D.
SK
(Skewness)
KU
(Kurtosis)
SE
(Standard Error)
88
X2
Y (Lamda - Y)
(Gamma)
(Beta)
(Chi-Sqiuare)
P-value
df
(Degree of Freedom)
RMSEA
(Root Mean Square Error of Approximation)
NFI, NNFI (Non-Normal Fit Index)
RFI
(Relative Fit Index)
GFI, PGFI (Goodness of Fit Index,
Parsimony Goodness of Fit)
AGFI
(Adjusted Goodness
of Fit Index)
CN
(Critical N)
TE
(Totat Effect)
DE
(Direct Effect)
IE
(Indirect Effect)
X (Lamda - X)
X
16
sex
uni
fac
area
89
per
aware
loyel
perce
assoc
other
need
infor
decis
delive
evelua
inten
6
charac
brand
decisma
combine
service
after
1
4.1
90
4.1
154
266
36.70
63.30
81
88
115
62
74
19.30
21.00
27.40
14.80
17.60
97
108
97
5
55
23
4
4
3
5
1
3
1
2
17
23.10
25.70
23.14
1.20
13.10
4.30
1.00
1.00
0.70
1.20
0.20
0.70
0.20
0.50
4.00
1.
-
-
2.
-
-
-
-
-
3.
-
-
-
-
-
-
-
-
-
-
-
- .
-
-
-
91
4.1 ()
217
51.70
203
48.30
319
95
3
3
420
4.
-
5.
- 5,000
- 5,001 - 10,000
- 10,001 - 15,000
- 15,001 - 20,000
76.00
22.60
0.70
0.70
100
4.1 420
63.30
36.70
27.40 21.00
19.30 17.60
14.80
25.70 2
23.10
0.2
51.70
48.30 5,000
76.00 5,001-10,000 22.60
92
4.2
S.D.
SK
KU
3.58
4.78
4.47
3.70
3.84
0.94
0.98
1.07
1.11
1.05
-0.65
-0.62
-0.62
2.13
2.98
-0.30
0.12
0.31
46.61
57.04
Mean
4.30
3.57
3.92
3.82
3.79
3.73
0.81
1.16
0.84
0.88
0.89
0.93
-0.90
-0.44
-0.48
-0.49
-0.52
-0.52
0.14
-0.28
0.06
0.07
-0.25
0.21
3.86
0.92
-0.56
-0.01
: 5
4.21-5.00
3.41-4.20
2.61-3.40
1.81-2.60
1.00-1.80
4.1
5.00
93
4.78 4.47
3.84
3.70 3.58
0.64
20.76
( 0)
3.86
4.30 3.92 3.82
3.79 3.73
3.57
-0.56
-0.01 ( 0)
2 /
2.1 /
()
/
()
4.3
94
4.3 /
()
<2.00
Chi-Square/df
P-value
p>0.05
0 (<0.05)
: RMSEA
(Relative Fit Index)
NFI
>0.90
NNFI
1(>0.90)
RFI
1
-5830.79/98
= -59.50
1.00
0.00
-1.18
-1.70
-1.67
804556.23
1116526.62
579753.75
4.77
4.3 /
() - (X2)
-5830.79 0.01 (P-value of X2 = 0.00)
4.1
95
4.1
()
96
2.2 /
()
4.4 /
()
Chi-Square/df
<2.00
157.79/91=1.74
P-value
p>0.05
0.00002
0 (<0.05)
0.042
: RMSEA
(Relative Fit Index)
NFI
>0.90
0.98
NNFI
1(>0.90)
0.99
RFI
1
0.97
AGFI
1(>0.90)
0.94
PGFI
>0.50
0.72
:
>200
328
(Critical N :CN)
4.4 /
()
- 157.79 .01
- (df)
- 1.74 ( <2)
(RMSEA) 0.042
(<0.05) NFI 0.98
(>0.90) NNFI 0.99 ( 1 >0.90) RFI
0.97 ( 1) GFI
97
98
4.2
()
99
4.5
100
4.5 (n=420)
aware
loyal
1.000
.030
.039
.009
-.051
-.021
.031
-.064
.007
.003
-.017
.018
1.000
.603**
.548**
.355**
.445**
.245**
.566**
.482**
.470**
.480**
.469**
1.000
.650**
.466**
.466**
.424**
.536**
.568**
.485**
.527**
.542**
perce
assoc
other
need
infor
decis
1.000
.770**
.743**
.657**
1.000
.807**
.623**
1.000
-.084 1.000
-.080 -.078 1.000
.153** -.050 -.066
.037 .087 -.023
.085 -.022 -.006
-.034 .007 -.052
-.029 -010 -.041
.041 .045 -.051
.105* -.140** -0.35
-.003 .020 -.094
-.032 -.050 -.065
-.076 -.002 -.103*
-.026 -.042 -.140**
-.035 -.013 -.097*
area
fac
uni
1.000
.609**
.543**
.357**
.612**
.637**
.649**
.668**
.583**
sex
sex
uni
fac
area
aware
loyal
perce
assoc
other
need
infor
decis
delive
evelua
Inten
1.000
.489**
.354**
.533**
.495**
.611**
.614**
.455**
1.000
.269**
.475**
.481**
.504**
.458**
.424**
1.000
.301**
.424**
.380**
.397**
.268**
1.000
.702**
.638**
.646**
.649**
1.000
.656** 1.000
101
4.5
16 61
.05 3 .01
58
0.153 0.807 -0.140
(area)
.01 1
(sex) 0.153
(loyal)
.01 1 ) 0.603
(perce) .
01 2 (aware) 0.548
(loyal) 0.650
(assoc) .01
3 0.355 -0.609
(aware) 0.355 (loyal)
0.466 (perce) 0.609
(other)
.01 4 0.445 -0.543
(aware) .445 (loyal) 0.466
(perce) 0.543
(assoc) 0.489
(need) .05
1 (sex)
.01 6 0.245 - 0.424
(aware) 0.245
102
(infor)
.01 6 0.301 - 0.612
(need) 0.301 (other)
0.475 (assoc) 0.533
(loyal) 0.536 (aware)
0.566 (perce) 0.612
(decis)
.01 7 0.424 -0.702
(need) 0.424 (other)
0.481 (aware) 0.482
(assoc) 0.495
(loyal) 0.568 (perce) 0.637
(infor) 0.702
(delive)
.05
1 (fac) -0.103
.01 7
0.380 -0.770 (need) 0.380
(aware) 0.470 (loyal)
0.485 (other) 0.504
(assoc) 0.611
(infor) 0.638 (decis)
0.770
103
(evelua) .01
10 9 0.380 -0.807
(need) 0.397
(other) 0.458 (aware)
0.480 (loyal) 0.527
(assoc) 0.614 (infor)
0.646 (perce) 0.668
(decis) 0.743
(delive) 0.807
1 (fac) -0.140
(inten)
.05 1 (fac) -0.097
.01 10
0.268 - 0.657 (need)
0.268 (other) 0.424
(assoc) 0.455 (aware)
0.469 (loyal) 0.542
(perce) 0.583 (delive)
0.623 (infor) 0 .649
0.656 (decis)
0.657
104
4.6
decisma
combine
service
after
0.44
0.08
2.64
2.37
3.35
3.48
2.02
-5.01
-1.67
9.69
1.73
0.58
t-value
24.05
3.17
14.73
17.34
21.01
17.19
14.32
-7.78
-5.55
9.91
6.67
7.60
brand
sex
area
aware
loyel
perce
assoc
other
decis
inten
infor
evelua
service
charac
SE
0.02
0.03
0.18
0.14
0.16
0.20
0.14
0.64
0.30
0.98
0.26
0.08
4.6
(charac) (sex)
(area) 0.44
.05 t-value 24.05
0.02
0.08 .05 t-value 3.17
0.03
(brand)
(aware) (loyal)
(perce) (assoc)
(other)
2.64 .05 t-value 14.73
0.18
2.37 .05 t-value 17.34
0.14
105
3.35 .05
t-value 21.01 0.16
3.48
.05 t-value 17.19
0.20
2.02 .05 t-value 14.32
0.14
(decisma)
(inten) )
-5.01 .05 t-value -7.78
0.64
-1.67 .05
t-value -5.55 0.30
(combine)
(infor)
9.69
.05 t-value 9.91 0.98
(service)
(evelua)
1.73 .05 t-value
6.67 0.26
106
service
combine
after
decisma
combine
after
service
decisma
t-Value
SE
-0.11
0.39
0.63
-0.41
-1.71
-0.70
0.58
-2.90
2.37
4.27
-5.97
-6.34
-3.81
7.60
0.037
0.11
0.12
0.069
0.27
0.18
0.076
after
charac
brand
4.5
(charac)
(service) (service)
-0.11 t-value -2.90 0.037
(brand)
(combine) (after)
(decisma)
(combine) 0.39 t-value 2.37
0.11 (after) 0.63
t-value 4.27 0.12
(decisma) -0.41 t-value -5.97
0.069
(decisma)
(combine) (after)
(decisma)
(combine) -1.71 t-value -6.34
0.27 (after) -0.70
t-value -3.81 0.18
107
(after)
(service) (after)
(service) 0.58 t-value 7.60
0.076
108
4.3
109
4.2
Brand
-0.11
-0.41
1.73
service
decisma
-1.71
-0.70
-1.67
brand
0.39
0.63
combine
after
9.69
0.58
brand
combine
After
inten
decis
9.69
0.58
-5.01
evelua
infor
service
1.73
Charac
evelua
infor
service
1.73
evelua
(charac) (sex)
(area) (service)
( ) -0.11 .05
(service) (evelua)
(Y) 1.73 .05
(brand) (aware)
(loyal) (perce)
(assoc) (other)
(decisma)
( ) -0.41 .05
110
(decisma) (combine)
() 9.69 .05 (combine)
(infor) (Y)
9.69 .05
(decisma) (after)
(Y ) -0.70 .05
(after) (service)
( Y) 0.58 .05
(service) (evelua) (Y )
1.73 .05
(decisma)
(inten) ( Y) -1.67 .05
(decisma)
(decis) (Y ) -5.01 .05
(brand) (combine)
( Y) 0.39 .05
(combine) (infor)
(Y) 9.69 .05
(brand) (after)
( ) 0.63
.05 (after)
(service) ( ) 0.58
.05 (service)
(evelua) ) ( Y) 1.73 .05
111
4.1
4.4
4.4
(charac) .05 (sex)
(X) 0.44 (area)
(X) 0.08
(charac)
(brand)
.05 (aware)
(X) 2.64 (loyal)
112
4.5
4.4
(decisma) .05
(decisma) (Y)
-1.71 (Y) -0.70
(combine)
(infor) (Y ) 9.69 (service)
(evelua) (Y) 1.73
(after) (service)
(Y) 0.58
113
4.3 (Structural
Model)
4.6 (Structural
Model)
4.5
(charac) (brand) .05
(charac) (service)
(Y) -2.90 (brand)
(decisma) (Y) -5.97
(decisma) (combine)
(Y) -6.34 (after)
(Y) -3.61 (brand)
(combine) (Y) 2.37
(after) (Y) 4.27
(after) (service)
(Y) 7.60
1 2/2553 9,912
(Multi-Stage Random Sampling)
(Lindeman, Merenda,
Gold & Wiss , 2542) 420
16
6
(Close-Ended Questions) 5
(Likerts Five Rating Scale)
5
(Index of Items Objective Congruency : IOC)
( , 2552)
0.968
(Factor
Analysis)
73.17 26.83
115
8.80 (LISREL 8.80) Serial Number : LP880-SMR49-97764
(Maximum Likelihood Estimate : ML)
4
1
2
/
2.1 /
()
2.2 /
()
3
4
5.1
5.1.1
63.30
27.40
25.70
51.70
5,000 76.00
5.1.2
5.00
4.78
0.64
116
20.76
3.86
4.30
-0.56
-0.01
5.1.3
- (Chi-square) 157.79
(df) 91 (P-value) 0.00002
(RMSEA) 0.042
(Relative Fit Index : RFI) 0.97 NFI (Normed Fit Index) 0.98
NNFI (Non-Normed Fit Index) 0.99 (Absolute
Fit Index) GFI (Goodness of Fit) 0.95 AGFI (Adjusted Goodness of Fit)
0.94 PGFI (Parsimony Goodness of Fit) 0.72
(Critical N : CN) 328
/
5.1.4
16 61
.05 3 (sex)
(need) .105 (fac) (delive) -.103
(fac) (inten) -.097
.01 58
.153 .807
-.140
()
117
(charac)
(service) (service)
-0.11 t-value -2.90 0.037
(brand)
(combine) (after)
(decisma)
(combine) 0.39 t-value 2.37
0.11 (after) 0.63
t-value 4.27 0.12
(decisma) -0.41 t-value -5.97
0.069
(decisma)
(combine) (after)
(decisma)
(combine) -1.71 t-value -6.34
0.27 (after) -0.70 t-value
-3.81 0.18
(after)
(service) (after)
(service) 0.58 t-value 7.60
0.076
5.2
5.2.1
4.78
118
(2547)
(2552)
(Brand Equity)
4.30 (2551)
(Lovelock & Wirtz, 2007)_
(Need Recognition)
(2550)
5.2.2
5.2.2.1 (brand)
(aware) (loyal)
(perce) (assoc)
(other)
(brand)
(decisma) (combine)
(after)
(combine)
(infor)
(Kotler & Keller, 2006)
119
(The Premise of
Customer-Base Brand Equity Model)
(2548)
(2550)
(2552)
(2548)
5 1
2
3 4
5
(Ann Mitsis, 2007)
5.2.2.2 (sex)
(area) (service)
(service)
(evelua)
120
(2549)
(2550)
5.2.2.3 (decisma)
(combine)
(decis)
(inten) (after)
121
5.3
5.3.1
5.3.1.1
5.3.1.2
5.3.2
5.3.2.1
5.3.2.2
. (2552).
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http://bangkokbiznews.com/home/detail/business/mba
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129
130
133
1.
12 ..2435
(
..2538
..2547
41
40
1.1
: 2552 (2552)
134
1.
2.
3. 5
135
2.
4
4 2475 153
( )
(.7-8)
1 2513
.. 2515 1 20
48 13180
294 3 72 (2 2545 90 )
( )
14 2517
9 2518
2
1
.. 2520
.. 2528 3
14 2535
24 2538 ...
.. 2538
6 2538
9
136
15 2542
2542 2
2543 4
15 2544
100
100
21 2545
10 2547
2547
14 2547
15 2547
1 20
.. 2547 7 8
7
137
8 7
1.
2.
3.
4.
5.
6.
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2
17 40
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..2483
.. 2485 (..)
..2491 ..2495
.. 2493 ..2494
(..) ..
(FAO) (WHO)
(USOM)
.. 2498 (..)
..
(UNICEF)
1 .. 2513
(..)
140
.. 2518 ..2518
(..) .. 2522 .. 2530
.. 2527 ( 2)
(..) (..) (..)
(..)
-
14 .. 2535
19 .. 2538
.. 2536
..
4 500
0618/11964 18
.. 2539
.. 2541
115 72 13 .. 2541
14 .. 2547
2547
121 23
15 .. 2547
141
1.
2.
3.
4.
5.
6.
7.
8.
142
(..2498-)
9
9
""
"RAJABHAT
RAJANAGARINDRA
UNIVERSITY"
5
"
"
41
41
143
4.
41 5
15 .. 2515
7
..2528
21 ..2533
14 ..2536
15 ..2547
APM (Achievement Public Mind)
A = Achievement
PM = Public Mind
6
1.
144
2.
3.
4.
5.
6.
7
7
RAMBHAI BARNI RAJAABHAT UNIVEERSITY
145
40
40
146
5.
.. 2448 1
.. 2467
.. 2475
.. 2476
.. 2479
.. 2484
(
) ()
.. 2491
.. 2497
29 .. .. 2498
.. 2509 96 2
..2511
(..) 2 .. 2517
.. 2519 .. 2
(..) 2
.. 2523 (..) 4
.. 2524
.. 2526 .. 6
2527
.. 2528
.. 2535
14 2535
.. 2538 ... ...
25 2538
147
1.
2.
3.
4.
148
()
9
(
)
PHRANAKHON
SIAYUTTHAYA RAJABHAT UNIVERSITY "
5
""
149
6.
.. 2463 .. 2547
.. 2463
.. 2483
.. 2498
.. 2501
.. 2535
.. 2547
..2463
..2464
.13
1-3 .1-3
.. 2479
1-6
.. 2479
3
2 .
4 1
3
24 ..2483
3
150
29 ..2498 -
1 ..2501
(
8 2501)
(..)(..)
(..) .. 2510 (..)
.. 2517
.. 2518
..2518
.. 2527 ..2527 ( 27
2527)
14 .. 2535
..2538
(RAJABHAT INSTITUTE THEPSATRI)
24 ..2538
..2543
..2545
151
14 ..2547
(THEPSATRI RAJABHAT UNIVERSITY) ..
2547
1.
2.
3.
4.
152
2 "
"
5
"
"
41
41
154
1. 3
1
2
3
2.
1
1.
2.
1.
: 3
2.
1.
2.
3.
4.
5.
3. .........................................................................................
4.
1.
2.
5. ....................................
155
2
: 3
1.
3.
4.
5.
6.
7.
8.
2.
54 3 2
1
54
3 2 1
___ : ___ : ___ : ___ : ___
54 3 2 1
9.
10.
11.
12.
13.
14.
15.
16.
17.
156
19.
20.
21.
22.
23.
24.
18.
(.)
27.
3
: 3
(1)
28.
29.
30.
31.
32.
157
(2)
33.
33.1
33.2
33.3
33.4
34.
34.3
5432 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___ : ___
5
4 3 2 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___ : ___
5
4
3 2
1
___ : ___ : ___ : ___ : ___
54
32 1
___ : ___ : ___ : ___ : ___
543 2
1
___ : ___ : ___ : ___ : ___
543 2 1
34.4
34.5
34.6
34.7
34.8
34.9
35.
35.1
35.2
35.3
35.4
5
35.5
158
35.6
35.7
36.
37.
38.
(1)
39. ___ : ___ : ___ : ___ : ___
40.
41.
42.
43.
44.
44.1
44.2
44.3
44.4
44.5
45.
(2)
46.
5
4 3 2 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___ : ___
5 4
32 1
___ : ___ : ___ : ___ : ___
5 43 21
___ : ___ : ___ : ___ : ___
543 2 1
___ : ___ : ___ : ___ : ___
543 21
___ : ___ : ___ : ___ : ___
54 3 21
___ : ___ : ___ : ___ : ___
54 3 2 1
___ : ___ : ___ : ___ : ___
5
4
3 2
1
___ : ___ : ___ : ___ : ___
543 2 1
___ : ___ : ___ : ___ : ___
5
43 2 1
___ : ___ : ___ : ___ : ___
5
4 32 1
159
(1)
53.
54.
55.
47.
56.
57.
58.
(2)
59.
60.
61.
IOC
161
IOC
IOC
5
5
5
5
5
5
5
5
4
4
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
0.80
0.80
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
5
+1
+1
+1
+1
+1
+1
+1
+1
0
0
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
2 3 4
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
162
IOC
5
5
5
5
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
1.00
1.00
1.00
1.00
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
0.80
1.00
1.00
1.00
1.00
1.00
1.00
5
+1
+1
+1
+1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
+1
+1
+1
+1
+1
+1
29
30
31
32
33.1
33.2
33.3
33.4
34.1
34.2
34.3
34.4
34.5
34.6
34.7
34.8
34.9
35.1
35.2
35.3
35.4
35.5
35.6
35.7
36
37
38
39
40
41
42
43
44.1
1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
2 3 4
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
163
IOC
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
0.93
5
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
44.2
44.3
44.4
44.5
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
2 3 4
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
165
Item-Total Statistics
Cronbach's
Alpha
.968
N of Items
82
VAR00001
VAR00002
VAR00003
VAR00004
VAR00005
VAR00006
VAR00007
VAR00008
VAR00009
VAR00010
VAR00011
VAR00012
VAR00013
VAR00014
VAR00015
VAR00016
VAR00017
VAR00018
VAR00019
VAR00020
VAR00021
VAR00022
VAR00023
VAR00024
VAR00025
VAR00026
VAR00027
VAR00028
VAR00029
VAR00030
VAR00031
VAR00032
VAR00033
VAR00034
VAR00035
VAR00036
VAR00037
VAR00038
VAR00039
VAR00040
VAR00041
VAR00042
VAR00043
VAR00044
VAR00045
VAR00046
VAR00047
VAR00048
VAR00049
VAR00050
VAR00051
VAR00052
VAR00053
VAR00054
VAR00055
VAR00056
VAR00057
VAR00058
VAR00059
VAR00060
VAR00061
VAR00062
VAR00063
VAR00064
VAR00065
VAR00066
VAR00067
VAR00068
VAR00069
VAR00070
VAR00071
VAR00072
VAR00073
VAR00074
VAR00075
VAR00076
VAR00077
VAR00078
VAR00079
VAR00080
VAR00081
VAR00082
Scale
Variance if
Item Deleted
1510.610
1513.682
1525.481
1504.715
1519.410
1501.487
1513.682
1513.241
1524.615
1528.656
1524.948
1532.687
1539.866
1509.230
1519.676
1506.922
1515.933
1513.785
1521.410
1502.379
1514.818
1505.231
1511.374
1506.900
1518.097
1517.785
1497.574
1541.549
1539.215
1549.485
1540.964
1542.204
1543.169
1500.281
1521.487
1494.917
1492.174
1517.051
1513.628
1489.917
1493.328
1486.563
1488.408
1499.128
1508.292
1517.958
1531.174
1504.964
1512.246
1509.702
1508.349
1505.087
1521.487
1516.522
1519.221
1551.097
1539.887
1517.374
1517.794
1530.541
1536.626
1517.384
1539.856
1520.589
1504.267
1500.846
1510.779
1535.126
1515.328
1514.122
1508.859
1515.533
1511.887
1516.603
1539.666
1515.097
1510.644
1504.451
1501.874
1526.451
1510.356
1518.933
Corrected
Item-Total
Correlation
.608
.537
.430
.649
.458
.546
.564
.570
.429
.490
.508
.414
.288
.743
.518
.720
.628
.544
.517
.600
.538
.668
.642
.702
.553
.522
.681
.217
.279
.097
.229
.243
.168
.650
.307
.553
.628
.385
.406
.561
.550
.667
.671
.522
.501
.439
.286
.614
.566
.560
.612
.535
.541
.598
.510
.036
.308
.627
.535
.413
.319
.542
.280
.509
.628
.643
.597
.312
.645
.598
.684
.594
.634
.641
.259
.655
.730
.699
.684
.466
.514
.510
Cronbach's
Alpha if Item
Deleted
.968
.968
.968
.967
.968
.968
.968
.968
.968
.968
.968
.968
.968
.967
.968
.967
.968
.968
.968
.968
.968
.967
.967
.967
.968
.968
.967
.968
.968
.968
.968
.968
.968
.967
.968
.968
.967
.968
.968
.968
.968
.967
.967
.968
.968
.968
.968
.967
.968
.968
.967
.968
.968
.968
.968
.968
.968
.968
.968
.968
.968
.968
.968
.968
.967
.967
.968
.968
.967
.968
.967
.968
.967
.968
.968
.967
.967
.967
.967
.968
.968
.968
Reliability Statistics
Scale Mean if
Item Deleted
315.8250
315.9000
316.1750
316.5500
316.2250
316.7250
316.4000
316.2000
316.0000
315.9000
315.7750
316.0750
316.0750
316.4750
316.3750
316.4750
316.3750
316.4000
316.2250
316.3250
316.4500
316.5000
316.4000
316.3500
316.4250
316.4000
316.3750
315.7000
315.6250
315.4500
315.6000
315.5250
315.6000
316.2250
316.5250
316.8250
316.9250
316.7750
316.7500
317.3250
317.4250
317.5250
316.9500
316.4750
316.6250
316.1250
316.1750
316.4000
316.4000
316.1250
315.9000
316.3000
316.0000
316.1250
315.9000
315.9250
315.9000
316.1000
316.2750
316.1500
316.2000
316.2750
315.8750
316.2250
316.3000
316.2250
316.1250
315.9500
316.1750
316.3250
316.2500
316.4250
316.4000
316.2500
316.0250
316.0750
316.3500
316.4000
316.3500
316.1000
316.5500
316.3000
166
Reliability Statistics
Cronbach's
Alpha
.809
N of Items
6
Item-Total Statistics
VAR00001
VAR00002
VAR00003
VAR00004
VAR00005
VAR00006
Corrected
Item-Total
Correlation
.649
.542
.508
.671
.547
.532
Cronbach's
Alpha if Item
Deleted
.762
.784
.792
.755
.783
.795
Scale
Variance if
Item Deleted
12.164
12.548
13.310
11.717
12.523
11.292
Scale Mean if
Item Deleted
19.3000
19.3750
19.6500
20.0250
19.7000
20.2000
Reliability Statistics
Cronbach's
Alpha
.763
N of Items
5
Item-Total Statistics
VAR00007
VAR00008
VAR00009
VAR00010
VAR00011
Scale Mean if
Item Deleted
16.8250
16.6250
16.4250
16.3250
16.2000
Scale
Variance if
Item Deleted
5.276
5.420
5.379
6.071
5.805
Corrected
Item-Total
Correlation
.531
.490
.551
.560
.567
Cronbach's
Alpha if Item
Deleted
.722
.738
.713
.718
.711
167
Reliability Statistics
Cronbach's
Alpha
.775
N of Items
6
Item-Total Statistics
Corrected
Item-Total
Correlation
.478
.321
.704
.451
.608
.578
Cronbach's
Alpha if Item
Deleted
.753
.784
.692
.763
.718
.727
Scale
Variance if
Item Deleted
7.169
7.785
6.000
6.605
6.051
6.400
VAR00012
VAR00013
VAR00014
VAR00015
VAR00016
VAR00017
Scale Mean if
Item Deleted
19.1000
19.1000
19.5000
19.4000
19.5000
19.4000
Reliability Statistics
Cronbach's
Alpha
.921
N of Items
6
Item-Total Statistics
VAR00018
VAR00019
VAR00020
VAR00021
VAR00022
VAR00023
Scale Mean if
Item Deleted
18.9750
18.8000
18.9000
19.0250
19.0750
18.9750
Scale
Variance if
Item Deleted
14.794
15.805
13.836
14.948
14.738
16.333
Corrected
Item-Total
Correlation
.810
.796
.797
.800
.823
.647
Cronbach's
Alpha if Item
Deleted
.902
.906
.906
.903
.900
.923
168
Reliability Statistics
Cronbach's
Alpha
.873
N of Items
4
Item-Total Statistics
VAR00024
VAR00025
VAR00026
VAR00027
Scale
Variance if
Item Deleted
5.610
5.528
5.317
5.259
Corrected
Item-Total
Correlation
.735
.809
.805
.609
Cronbach's
Alpha if Item
Deleted
.836
.810
.808
.898
Scale Mean if
Item Deleted
11.3250
11.4000
11.3750
11.3500
7
()
Reliability Statistics
Cronbach's
Alpha
.875
Item-Total Statistics
N of Items
5
VAR00028
VAR00029
VAR00030
VAR00031
VAR00032
Scale Mean if
Item Deleted
18.5000
18.4250
18.2500
18.4000
18.3250
Scale
Variance if
Item Deleted
4.103
4.148
4.705
3.785
4.328
Corrected
Item-Total
Correlation
.662
.703
.649
.816
.714
Cronbach's
Alpha if Item
Deleted
.860
.849
.863
.819
.846
169
8
()
Reliability Statistics
Cronbach's
Alpha
.927
N of Items
23
Item-Total Statistics
Corrected
Item-Total
Correlation
.076
.689
.598
.797
.690
.671
.630
.718
.699
.792
.808
.399
.700
.304
.448
.715
.663
.533
.394
.599
.343
.347
.286
Cronbach's
Alpha if Item
Deleted
.930
.922
.923
.919
.921
.922
.922
.921
.921
.919
.919
.927
.921
.928
.925
.921
.922
.924
.926
.923
.927
.927
.927
VAR00033
VAR00034
VAR00035
VAR00036
VAR00037
VAR00038
VAR00039
VAR00040
VAR00041
VAR00042
VAR00043
VAR00044
VAR00045
VAR00046
VAR00047
VAR00048
VAR00049
VAR00050
VAR00051
VAR00052
VAR00053
VAR00054
VAR00055
Scale
Variance if
Item Deleted
245.895
225.712
223.871
215.333
221.369
223.358
223.805
216.128
218.010
216.948
217.426
230.738
223.302
237.738
234.138
225.772
228.951
231.276
236.079
226.449
239.741
239.225
240.028
Scale Mean if
Item Deleted
80.0500
80.6750
80.9750
81.2750
81.3750
81.2250
81.2000
81.7750
81.8750
81.9750
81.4000
80.9250
81.0750
80.5750
80.6250
80.8500
80.8500
80.5750
80.3500
80.7500
80.4500
80.5750
80.3500
170
9
()
Reliability Statistics
Cronbach's
Alpha
.810
Item-Total Statistics
Scale
Variance if
Item Deleted
23.666
23.190
20.656
20.251
21.485
22.103
20.456
22.404
21.384
21.323
21.076
Corrected
Item-Total
Correlation
.222
.411
.679
.625
.575
.508
.595
.507
.483
.369
.372
Cronbach's
Alpha if Item
Deleted
.817
.802
.776
.779
.786
.793
.782
.794
.794
.810
.811
VAR00056
VAR00057
VAR00058
VAR00059
VAR00060
VAR00061
VAR00062
VAR00063
VAR00064
VAR00065
VAR00066
Scale Mean if
Item Deleted
40.2250
40.2000
40.4000
40.5750
40.4500
40.5000
40.5750
40.1750
40.5250
40.6000
40.5250
N of Items
11
10
()
Reliability Statistics
Cronbach's
Alpha
.883
N of Items
7
Item-Total Statistics
VAR00067
VAR00068
VAR00069
VAR00070
VAR00071
VAR00072
VAR00073
Scale Mean if
Item Deleted
23.5250
23.3500
23.5750
23.7250
23.6500
23.8250
23.8000
Scale
Variance if
Item Deleted
13.948
16.438
14.353
13.948
13.515
14.097
13.959
Corrected
Item-Total
Correlation
.645
.361
.739
.719
.808
.720
.720
Cronbach's
Alpha if Item
Deleted
.871
.900
.859
.860
.848
.860
.860
171
11
()
Reliability Statistics
Cronbach's
Alpha
.849
N of Items
6
Item-Total Statistics
Corrected
Item-Total
Correlation
.585
.354
.612
.746
.717
.789
Cronbach's
Alpha if Item
Deleted
.832
.868
.828
.803
.806
.790
VAR00074
VAR00075
VAR00076
VAR00077
VAR00078
VAR00079
Scale
Variance if
Item Deleted
9.763
10.972
9.590
9.051
8.456
7.820
Scale Mean if
Item Deleted
19.6750
19.4500
19.5000
19.7750
19.8250
19.7750
12
()
Reliability Statistics
Cronbach's
Alpha
.597
N of Items
3
Item-Total Statistics
VAR00080
VAR00081
VAR00082
Scale Mean if
Item Deleted
7.5000
7.9500
7.7000
Scale
Variance if
Item Deleted
2.564
1.792
1.959
Corrected
Item-Total
Correlation
.362
.368
.526
Cronbach's
Alpha if Item
Deleted
.565
.594
.321
173
2
5
174
4
6
175
6
5
176
23
8
11
177
10
6
178
11
LISREL
180
DATE: 10/14/2011
TIME: 21:41
L I S R E L 8.80
BY
Karl G. Jreskog & Dag Srbom
This program is published exclusively by
Scientific Software International, Inc.
7383 N. Lincoln Avenue, Suite 100
Lincolnwood, IL 60712, U.S.A.
Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140
Copyright by Scientific Software International, Inc., 1981-2006
Use of this program is subject to the terms specified in the
Universal Copyright Convention.
Website: www.ssicentral.com
The following lines were read from file H:\data
\data LISREL01.SPJ:
Raw Data from file 'H:\data \data
LISREL01.psf'
Sample Size = 420
Latent Variables decisma combine service after charac brand
Relationships
need = 0.03*decisma 1.33*combine
infor = (8.86)*combine
decis = (-4.95)*decisma 3.33*service
delive = -0.34*decisma 4.39*service
evelua = (1.74)*service 1.80*after
inten = (-1.67)*decisma 0.95*after
sex = (0.44)*charac
uni = -0.12*charac
fac = -0.28*charac
area = (0.08)*charac
aware = (2.64)*brand
loyal = (2.37)*brand
perce = -0.25*charac (3.35)*brand
assoc = (3.48)*brand
other = (2.02)*brand
combine = (-1.89)*decisma
service = (0.58)*after
after = (-0.72)*decisma
decisma = 0.01*charac (-0.41)*brand
combine = (0.41)*brand
181
182
183
184
185
charac 1.00
brand 0.03 1.00
Covariance Matrix of Latent Variables
decisma combine service after charac brand
-------- -------- -------- -------- -------- -------decisma 0.30
combine -0.67 1.05
service -0.37 0.93 0.94
after -0.46 1.15 0.88 1.14
charac 0.00 0.02 -0.09 0.02 1.00
brand -0.41 1.09 0.77 0.91 0.03 1.00
W_A_R_N_I_N_G: Matrix above is not positive definite
Goodness of Fit Statistics
Degrees of Freedom = 91
Minimum Fit Function Chi-Square = 160.54 (P = 0.00)
Normal Theory Weighted Least Squares Chi-Square = 157.79 (P = 0.00)
Estimated Non-centrality Parameter (NCP) = 66.79
90 Percent Confidence Interval for NCP = (35.80 ; 105.64)
Minimum Fit Function Value = 0.38
Population Discrepancy Function Value (F0) = 0.16
90 Percent Confidence Interval for F0 = (0.085 ; 0.25)
Root Mean Square Error of Approximation (RMSEA) = 0.042
90 Percent Confidence Interval for RMSEA = (0.031 ; 0.053)
P-Value for Test of Close Fit (RMSEA < 0.05) = 0.89
Expected Cross-Validation Index (ECVI) = 0.52
90 Percent Confidence Interval for ECVI = (0.44 ; 0.61)
ECVI for Saturated Model = 0.57
ECVI for Independence Model = 16.22
Chi-Square for Independence Model with 105 Degrees of Freedom =
6765.66
Independence AIC = 6795.66
Model AIC = 215.79
Saturated AIC = 240.00
Independence CAIC = 6871.26
Model CAIC = 361.95
Saturated CAIC = 844.83
Normed Fit Index (NFI) = 0.98
Non-Normed Fit Index (NNFI) = 0.99
Parsimony Normed Fit Index (PNFI) = 0.85
Comparative Fit Index (CFI) = 0.99
Incremental Fit Index (IFI) = 0.99
186
13 2516
25/44 11 2
12120
..2541
()
..2552-
..2539-2546
..2546-2552