..

25555

THHE VALUE OF BRANDD EQUITY AND THEE CHARACTTERISTICSS OF DEMO

OGRAPHY
AFFFECTED ON
O DECISIO
ON MAKINNG PROCESS FOR CHHOOSING
T STUDYY IN RAJABBHAT UNIVVERSITY CENTRAL
TO
C
RREGION

PARICHART PETVISES

A THESISS SUBMITTTED IN PARRTIAL FULLFILLMENTT OF THE REQUIREM

MENTS
FOR THE
T DEGRREE OF MAASTER OF BUSINESSS ADMINISTTRATION IN
BUSINNESS ADMIINISTRATIO
ON
GRRADUATE SCHOOL
VALAAYA ALONGKORN RAAJABHAT UNIVERSITTY
UNDER THE
T ROYAAL PATRONNAGE
20122

---------------------------------------------------------

52B53180303

2554

..................................................
( . )

....................................................
( . )

..................................................
( . )

....................................................
( )

....................................................
( . )
....................................................
( . )
....................................................
( . )

..........................................................................
( . )

..................................................

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

The Value of Brand Equity and The Characteristics of

Demography Affected Decision Making Process for
Choosing to Study in Rajabhat University Central Region
Parichart Petvises
52B53180303
Master of Business Administration
Business Administration
Assistant Professor Dr.Theathanick Siriwoharn
Dr.Boonrueng Sriharun
2011

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)

(Kotler, 2003 , 2547)

6
1. (Attributes)
Mercedes

2. (Benefits)



3. (Values)
Mercedes
4. (Culture) Mercedes

5. (Personality)
Mercedes
6. (User)
55 Mercedes
20
(2550) (Brand
Elements)

10

1. (Brand Name) (Word) (Letter) /

(Number) (EtZel, Walker & Stanton, 2004) Tesco
Lotus KFC Miss Lily Q8
(1)
(2) (3)
(4)

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

(Kotler, 2003 , 2547)

(Brand Equity)

(2542) (Brand Equity)

(2550) (Brand Equity)

(Customer Based Approach) (

) (The Premise of Customer-Base
Brand Equity Model)

(Kotler & Keller, 2006)

(2550) (Brand Equity

Models)

1. (Brand Asset Valuator (BAV) Model)
Young and Rubicam (Y&R)
200,000 4
BAV 4
BAV (Kotler & Keller, 2006)
1.1 (Differentiation (D))

1.2 (Relevance(R))

1.3 (Esteem (E))

12

1.4 (Knowledge (K))

2. Aaker (Aaker Model) David A. Aaker
UC-Berkeley

5
( , 2550)
2.1 (Brand Loyalty)
2.2 (Brand Awareness)
2.3 (Perceived Quality)
2.4 (Brand Associations)
2.5 (Brand Proprietary Brand Assets)

2.1 (Brand Loyalty)

(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

Likes the Brand Consider it a Friend

Satisfied Buyer with Switching Costs

Satisfied Habitual Buyer No Reason to Change

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)

4. (Time to Respond to Competitive Threats)

2.2 (Brand Awareness)

(Aaker, 1991)
(Recognition) (Recall)
(Recognition)
(Recall)

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)

2. (Familiarity and Liking)

17

3. (Substance and Commitment)

4. (Brand to Consider)

1. (Be Different)

2. (Involve Slogen or Jingle)


3. (Symbol Exposure)

4. (Communication)


5. (Event Sponsorship)

6. (Consider Brand Extension)

-


7. (Sale Promotion)

900

18

900

2.3 (Perceived Quality)

(Aaker, 1991)




(2547)

(Perceived Quality)

(Reason-to-Buy)

(Differentiation and Position)

(Price Premium)

(Channel Member Interest)

(Brand Extension)

2.2
: (Aaker, 1996)

19

1. (Reason to Buy)

2. (Differentiation and Position)

3. (Price Premium)


4. (Channel Member Interest)

5. (Brand Extension)

(What Influences Perceived Quality)

(Aaker, 1991)

2
1. (The Product Context)



2. (Service Quality)

20

2.4 (Brand Associations)

(Brand Associations)






(Aaker, 1991)

2.3

2.3
: (2547)
1. (Product Attributes)

2. (Intangible)


3. (Customer Benefit)
AIS

21

4. (Relative Price)

5. (User)

6. (Celebrity)

7. (Lifestyle & Personality)

8. (Product Class)

9. (Competitor)
10. (Country & Geographic Areas)


( , 2547)
1. (Free Associations)

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)

2.5 (Other Proprietary Brand Assets)

(Other Proprietary Brand Assets)


(Aaker, 1991)

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)

(Other Proprietary Brand

(Brand Loyalty)

2.4
: (Aaker, 1996)

24

-
-/

-
-

(Brand
Equity)

(Perceived
Quality)

-
-
/
-
-

-/

-
-
-

(Brand
Associations)

(Other
Proprietary
Brand

-/

-
-

(Brand
Awareness)

(Brand
Loyalty)

-
-
-
-
-
-

Assets)

2.5 (Brand Equity Model)

: (Aaker, 1996)

-
-/
-

25

(Measuring Brand Equity)

2
1. (Consumer Perception)
2. (Consumer Behavior)

(Keller, 1998) 2

1 (Indirect Approaches)
(Brand Knowledge)
1. (Brand Awareness)
(Brand Recognition)
2. (Brand Image)

(Quantitative)
(Qualitative)
2 (Direct Approaches)

, (Cobb-Walgen, Ruble & Donthu, 1995)

2


(Schultz & Barns, 1999)
2
1. Interbrand
7
1.1 (Market)

1.2 (Stability)

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

-
-
-
-

-
-

-
-

-
-
-
-

-
-
-
-
-

-
-
-

2.3.1 (Influencing Buyer Behavior)

(2550)





2.6

2.6 (Model of Buyer Behavior)

: (Kotler, 2003 , 2549)
2.3.1.1 (Cultural Factors)

(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

2.3.1.3 (Personal Factors)

(Age and Stage in the Life Cycle)

(Occupation)

(Economic Circumstances)



(Lifestyle)

(Personality and Self-Image)

2.3.1.4 (Psychological Factors)

(Motivation)
(Drive)


2
Maslow (Maslows Theory) Herzberg (Herzbergs Theory)
Maslow
5
1) (Physiological

30

Needs) 2) (Safety Needs) 3) (Social

Needs) 4) (Esteem Needs) 5)
(Self-Actualization Needs)

Maslow


Herzberg 2 1)
2)

(Perception)




3
- (Selective Attention)

UHT


- (Selective Distortion)

- (Selective Retention)

(Learning)

(Drive) (Stimuli)
(Cues) (Responses) (Reinforcement)

31

(Beliefs & Attitudes)

(Brand Image)

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.

(Variety-Seeking Buying Behavior)

2.

(Dissonance-Reducing
Buying Behavior)

3.
(Habitual Buying Behavior)

(Differences Between
Brands)

2.7 4 (Four Types of Buying Behavior)

: (Kotler & Armstrong, 2004 , 2550)

1. (Complex Buying Behavior)

(PC)





2. (Dissonance-Reducing Buying Behavior)






(Post Purchase Dissonance)

3. (Habitual Buying Behavior)

33

(Brand Loyalty)

2-3
Brand

4. (Variety-Seeking
Buying
Behavior)
(Brand Switching)

2.3.3 (Consumer Decision Marking

Process) (Process)
( , 2549)
2.3.3.1 (Stages of the Buying
Decision Process) (Kotler, 2003)


(Kotler, 2003)
5 (Five-Stage Model of the Consumer Buying Process)
2.8

34

Problem Recognition
Information Search
Evaluation of Alternatives

Purchase Decision
Postpurchase Behevior

2.8 5 (Five-Stage Model of the

Consumer Buying Process)
: (Kotler, 2003)

(Kotler, 2003 , 2547)

2.8 5 1)
(Problem Recognition) 2) (Information Search) 3)
(Evaluation of Alternatives) 4) (Purchase Decision) 5)
(Postpurchase Behevior)

2.8
5


2.8

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)

2.2 (External Search)

(1) (Personal Sources)
(2) (Commercial Sources) (MarketeerDominated Sources)
(3) (Public Sources)
(4) (Experiential Sources)

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

2.10 (Successive sets)

(Consumer Decision Making)
: (Kotler, 2003)

3. (Evaluation of Alternatives)

(Schiffman & Kanuk, 2007)







3.1 (Product Attributes)



(1)
(2)

40

(3)
(4)

3.2 (Beliefs and Attitude) (Beliefs)

(Attitudes)

3.3 - (Expectancy-Value Model)

3.4 (Ideal Product Mode of Ideal Point 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)

4.1 (Attitudes of Others)

2
4.2 (Anticipated Situational Factors)


4.3 (Unanticipated Situational Factors)



(Perceived Risk)
(1) (2)
(3)

42

5 (1)
(2) (3) (4)
(5)
5. (Postpurchase Behavior)



3
5.1 (Postpurchase Satisfaction)

(1) (Perceived Value) < (Expectation)

(2) (Perceived Value) = (Expectation)
(3) (Perceived Value) > (Expectation)

(Dissatisfied)
(Satisfied)
(Delighted)

5.2 (Postpurchase Actions)

5.3 (Postpurchase Use and Disposal)

2.12

43

(Product)

2.12
: (Kotler & Keller, 2009 , 2552)
(2552)
(Black Box)

5

2.13
(Buying Decision Process) 5

44

(Psychological

(Social Factors)

(Buying Decision Process)

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

(Chen, Gupta & Rom, 1994 : 23)

(Consumer Contact)
3
1. (Pure Service)

2. (Mixed Service)

(Back Office)
3. (Quasi-Manufacturing Service)

(Lovelock & Wright, 1999)

2
(Tangible Action) (Intangible Action)

4 2.1

2.1

( )

:

( )
:

/
/

53

2.1 ()

()
:
/

()
:

: (Lovelock & Wright, 1999)

(Lovelock & Wright)

1. (People Processing)

2. (Possessions Processing)

3. (Mental Stimulus Processing)

4. (Information 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

(Lovelock & Wirtz, 2007)

(The Three Stage Model of Service Consumption) 3
1. (Prepurchase Stage)



2. (Service Encounter Stage)

3. (Post-Encounter Stage)

(2551)
(Lovelock & Wirtz, 2007) 3
1. (The Pre-purchase Stage)
(Need Recognition)


(Urbanny et al., 1989) (Murray, 1991)

2. (Service Encounter Stage)

(People Processing Service)
(Possession Processing Service)

3. (The Postpurchase Stage)

(Expected Service) (Perceived Service)

(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)

(Jenni Alahuhta, 2009)

1) 2)
3)

70

(Ashkan Pakseresht, 2010)

(JianJun Zhu, 2009)

(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 (Simple Random Sampling)

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

IOC 0.93 IOC

3.4.2.2
1. (Try Out)
40

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)

2.2.3 (Root Mean

Square Error of Approximation : RMSEA) RMSEA
Population
Covariance Matrix RMSEA 0.00 - 1.00
RMSEA LISREL 8.80

2=

Normal Theory Weighted Least Squares Chi-Square

1
df
RMSEA =
(N 1)

df = Degree of Freedom LISREL

N =

2.2.4 (Relative Fit Index)

2.2.4.1 Normed Fit Index : NFI
Chi-Square Chi-Square
Null Model 0.00 - 1.00
Null Model Baseline Model
AMOS Independence Model

NFI LISREL 8.80
2
NFI = 1 2
Null

84

2=

Normal Theory Weighted Least Squares Chi-Square

2 = Chi-Square for Independence Model with Degrees

null

of Freedom

2.2.4.2 Non-Normed Fit Index : NNFI

Chi-Square Chi-Square
Null Model
NNFI LISREL 8.80

NNFI =

df Null

2
Null

df Null

2=

2
df

2
Null

Normal Theory Weighted Least Squares Chi-Square

2 = Chi-Square for Independence Model withDegrees

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=

Normal Theory Weighted Least Squares Chi-Square

2 = Chi-Square for Independence Model with Degrees of

null

Freedom

df= Degree of Freedom

dfNull= Degree of Freedom Independence Model
RFI 1.00
RFI 0.00 0.00
2.2.6 (Goodness of Fit Index : GFI)
Gamma-Hat : Joreskog - Sorbom GFI Chi-Square
2

85

GFI = 1

GFI =
'
Fk = (S ) W 1 (S ) Matrix

Fk
F0

Chi-square Chi-Square
Degree of Freedom ( COD NCP)
Chi-square

GFI 0.00 1.00 GFI

1.
2.
3. Degree of Freedom
GFI LISREL 8.80

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

PGFI LISREL 8.80

2df
PGFI =
GFI
k (k + 1)

GFI = (Goodness of Fit Index)

K =
df = Degree of Freedom GFI
2.2.9 Hoelters Critical Index : HI ( Printout LISREL
8.80 Critical N : CN)

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

(Absolute Fit Index)

GFI
>0.90
AGFI
1(>0.90)
PGFI
>0.50
:
>200
HI CN

-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

(Absolute Fit Index)

GFI
>0.90
0.95

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

0.95 (>0.90) AGFI 0.94 (

1 >0.90) PGFI 0.72 (>0.50)
(CN) 328 (>200)
4.2

98

4.2
()

99

4.5

100

4.5 (n=420)

p < .05, **p < .01

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

delive evelua inten

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

(assoc) 0.354 (loyal)

0.424 (perce) 0.357
(other) 0.269
(sex) -0.140

(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

4.7 (Structural Model)

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

(X) 2.37 (perce)

(X) 3.35 (assoc)
(X) 3.48 (other)
(X) 2.02
4.2

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

5.1.5 (Structural Model)

(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

5.3.2.3 (Mixed Methods)

5.3.2.4 (Multi - Level Analysis)

. (2552).
3
1.
.
. (2551).

.
.
. (2542). .
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. (255).
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.
.
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.
.
. (2546). Principles of Service
Marketing and Management. : .
. (2551).
.
.
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. (2549). .
: .
. (2552).
E-Marketplace .

.
. (2548). .
.

124

. (2548).
.
.
. (2548).
.
.
. (2552).
.
.
. (2553). ..
http://bangkokbiznews.com/home/detail/business/mba
. (2547). . 5. :
.
. (2542). . :
.
. (2551).
.
.
. (2553).
5 .
.
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..2552. 2.
: .
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10. : .
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360 . (2553). .
http://manager.co.th/mgrweekly
. (2549).
.
.
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.
. (2553). . : .
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.
.
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.
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.
.
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: .
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http://www.tru.ac.th/th/?name=aboutus
. (2553).
2/2553. : .
. (2554). .
http://www.aru.ac.th/content/category/5/14/10/
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. : .
. (2554). .
http://www.rru.ac.th/index.php/j-/53-2011-02-13-06-20-52

126

. (2554). .
http://www.rbru.ac.th/indexrbru.php?menu=cGFnZTI2L
W1lbnVfYvdXQucGhw&subbody=cGFnZTI2...
. (2552). 2552
. :
.
. (2553).
2553:. :
.
. (2542). . :
.
. (2548). .
.
. (2549). . 2. :
.
. (2553). . : .
. (2551).

2550. .
. (2552).
().

.
. (2548).
.
.
. (2552). Brand . BrandAge Essential. 9: 16-22.
. (2552). Principle of Marketing. 5. :
().
. (2549). . : .
. (2552). . 27(1): 160-193.
. (2550). . 5. :
.
. (2550).
. : .

127

. (2552). : 2552.
: .
, , . (2550). CONSUMER BEHAVIOR
. : .
. (2547). Brand Management. : .
. (2552).
4 .
.
. (2551). . : .
. (2552).
.
.
. (2553). .
http://www.info.mua.go.th/information/index.php
. (2547). . : .
. (2542). : . :
.
. (2552). 2552
. :
.
. (2551). . 3. : .
. (2549). .... :
.
. (2552).
: LISREL. 2.
: .
. (2550).
.

.
. (2552).
.

.

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.
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.
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.
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.
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15 2544
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6.

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2.
3.
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(..) ..2498 (..)

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(
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2547

1.
2.
3.

4.

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"THEPSSATRI RAJABBHAT UNIVVERSITY"

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41

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1. 3
1
2
3
2.

1
1.

2.

1.

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2.
1.
2.
3.
4.
5.
3. .........................................................................................
4.
1.
2.
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155

2
: 3

1.

3.
4.
5.
6.

7.

8.

2.

___ : ___ : ___ : ___ : ___

54 3 2 1
___ : ___ : ___ : ___ : ___

54 3 2
1

___ : ___ : ___ : ___ : ___

5 4 3 2 1
___ : ___ : ___ : ___ : ___

54 3 2 1
___ : ___ : ___ : ___ : ___

54
3 2 1

___ : ___ : ___ : ___ : ___
54 3 2 1

9.

10.

11.

12.
13.
14.
15.
16.

17.

___ : ___ : ___ : ___ : ___

543 2 1
___ : ___ : ___ : ___ : ___
5 4 3 21
___ : ___ : ___ : ___ : ___
543 2 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___:___
543 2 1
___ : ___ : ___ : ___ : ___
5 4 3 2
1
___ : ___ : ___ : ___ : ___
5 4 3 2 1
___ : ___ : ___ : ___ : ___
5
4 3 2 1
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5 4
3 2 1
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5 4 3 2 1
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54
3 2 1

156

19.
20.
21.
22.

23.

24.

___ : ___ : ___ : ___ : ___

5 4
3 2 1
___ : ___ : ___ : ___ : ___
543 2 1
___ : ___ : ___ : ___ : ___
54 3 21
___ : ___ : ___ : ___ : ___
5 4 321
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5 43 2 1
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54 3 2
1

18.

___ : ___ : ___ : ___ : ___

54 3 21
25. ___ : ___ : ___ : ___ : ___
5 4 3 2 1
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5 4 3 2 1
___ : ___ : ___ : ___ : ___
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(.)
27.

3
: 3

(1)

28.
29.

30.
31.
32.

___ : ___ : ___ : ___ : ___

5 4 3 2 1
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54
3 2 1
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5 4
3 2 1
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5 4 32 1
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54 3 2 1

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(2)
33.

33.1
33.2
33.3
33.4

___: __ : ___ : ___ : __

5 4 3 2 1
___: __ : __ : ___ : ___
5 4 3 2 1
___: __ : __ : ___ : ___
5 4 3 2 1
___: __ : __ : ___ : ___
5 4 3 2 1

34.

___ : ___ : ___ : ___ : ___

34.1
34.2

34.3

5432 1
___ : ___ : ___ : ___ : ___
5 43 2 1
___ : ___ : ___ : ___ : ___
5 43 2 1
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5
4 3 2 1
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5
4
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54
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543 2
1
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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
4 3 2 1
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35.5

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35.6
35.7
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(1)
39. ___ : ___ : ___ : ___ : ___

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44.1
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44.3
44.4
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(2)
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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

service = (-0.11)*charac 0.25*brand

after = (0.61)*brand
Set the Variance of charac to 1.00
Set the Covariances of brand and charac to 0.03
Set the Variance of brand to 1.00
Set the Error Variance of decisma to 0.13
Set the Error Variance of infor to 103.17
Set the Error Variance of delive to 2.56
Set the Error Covariance of inten and need Free
Set the Error Variance of sex to 0.04
Set the Error Variance of uni to 1.82
Set the Error Variance of fac to 9.94
Set the Error Variance of area to 0.24
Set the Error Variance of aware to 8.77
Set the Error Covariance of loyal and aware Free
Set the Error Variance of loyal to 4.45
Set the Error Variance of perce to 4.62
Set the Error Covariance of assoc and aware Free
Set the Error Covariance of assoc and loyal Free
Set the Error Variance of assoc to 9.83
Set the Error Variance of other to 5.77
Path Diagram
Admissibility Check = 2000
Iterations = 2500
End of Problem
Sample Size = 420
Covariance Matrix
need infor decis delive evelua inten
-------- -------- -------- -------- -------- -------need 9.76
infor 13.38 202.17
decis 8.35 62.95 39.73
delive 5.56 42.42 22.70 21.90
evelua 4.79 35.52 18.12 14.61 14.96
inten 1.94 21.37 9.59 6.75 5.88 5.36
sex 0.16 -0.02 -0.10 -0.17 -0.05 -0.04
uni -0.59 0.39 -0.43 -0.01 -0.22 -0.04
fac -0.35 -4.22 -1.30 -1.53 -1.71 -0.71
area 0.05 -0.46 0.02 0.01 -0.03 0.02
aware 3.04 31.89 12.05 8.73 7.37 4.31
loyal 4.20 24.14 11.34 7.19 6.45 3.98

182

perce 4.43 34.60 15.95 12.07 10.26 5.36

assoc 5.18 35.48 14.61 13.40 11.12 4.93
other 2.64 21.20 9.52 7.41 5.56 3.08
Covariance Matrix
sex uni fac area aware loyal
-------- -------- -------- -------- -------- -------sex 0.23
uni -0.05 1.84
fac -0.12 -0.34 10.01
area 0.04 -0.03 -0.11 0.25
aware 0.07 0.47 -0.28 0.06 15.72
loyal 0.13 -0.09 -0.06 0.06 7.58 10.03
perce -0.07 0.04 -0.65 0.02 8.64 8.18
assoc -0.06 -0.06 -0.61 -0.12 6.59 6.92
other 0.06 0.19 -0.51 -0.03 5.54 4.64
Covariance Matrix
perce assoc other
-------- -------- -------perce 15.80
assoc 11.34 21.94
other 6.78 7.19 9.85
W_A_R_N_I_N_G : Both LX( 2, 1) and PH( 1, 1) are fixed non-zero
values.
LISREL is unable to generate Starting Values for this model.
The model will be estimated using the NS option.
W_A_R_N_I_N_G : Both LX( 3, 1) and PH( 1, 1) are fixed non-zero
values.
LISREL is unable to generate Starting Values for this model.
The model will be estimated using the NS option.
W_A_R_N_I_N_G : Both LX( 7, 1) and PH( 1, 1) are fixed non-zero
values.
LISREL is unable to generate Starting Values for this model.
The model will be estimated using the NS option.
Number of Iterations = 10
LISREL Estimates (Maximum Likelihood)
Measurement Equations
need = 0.030*decisma + 1.33*combine, Errorvar.= 7.97 , R = 0.19
(0.54)
14.74

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infor = 9.69*combine, Errorvar.= 103.17, R = 0.49

(0.98)
9.91
decis = - 5.01*decisma + 3.33*service, Errorvar.= 9.60 , R = 0.76
(0.64) (0.92)
-7.78 10.39
delive = - 0.34*decisma + 4.39*service, Errorvar.= 2.56, R = 0.88
evelua = 1.73*service + 1.80*after, Errorvar.= 2.99 , R = 0.80
(0.26) (0.34)
6.67 8.92
inten = - 1.67*decisma + 0.95*after, Errorvar.= 2.02 , R = 0.62
(0.30) (0.18)
-5.55 11.02
sex = 0.44*charac, Errorvar.= 0.040, R = 0.83
(0.018)
24.05
uni = - 0.12*charac, Errorvar.= 1.82, R = 0.0078
fac = - 0.28*charac, Errorvar.= 9.94, R = 0.0078
area = 0.084*charac, Errorvar.= 0.24, R = 0.028
(0.026)
3.17
aware = 2.64*brand, Errorvar.= 8.77, R = 0.44
(0.18)
14.73
loyal = 2.37*brand, Errorvar.= 4.45, R = 0.56
(0.14)
17.34
perce = - 0.25*charac + 3.35*brand, Errorvar.= 4.62, R = 0.71
(0.16)
21.01
assoc = 3.48*brand, Errorvar.= 9.83, R = 0.55
(0.20)
17.19
other = 2.02*brand, Errorvar.= 5.77, R = 0.41
(0.14)
14.32
Error Covariance for inten and need = -0.99
(0.24)
-4.18

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Error Covariance for loyal and aware = 1.34

(0.30)
4.40
Error Covariance for assoc and aware = -2.58
(0.53)
-4.88
Error Covariance for assoc and loyal = -1.31
(0.39)
-3.33
Structural Equations
decisma = 0.0100*charac - 0.41*brand, Errorvar.= 0.13, R = 0.56
(0.069)
-5.97
combine = - 1.71*decisma + 0.39*brand, Errorvar.= -0.51 , R = 1.49
(0.27) (0.16) (0.12)
-6.34 2.37 -4.13
W_A_R_N_I_N_G : Error variance is negative.
service = 0.58*after - 0.11*charac + 0.25*brand, Errorvar.= 0.23 , R =
0.75
(0.076) (0.037) (0.036)
7.60 -2.90 6.45
after = - 0.70*decisma + 0.63*brand, Errorvar.= 0.24 , R = 0.79
(0.18) (0.15) (0.10)
-3.81 4.27 2.40
Reduced Form Equations
decisma = 0.0100*charac - 0.41*brand, Errorvar.= 0.13, R = 0.56
(0.069)
-5.97
combine = - 0.017*charac + 1.09*brand, Errorvar.= -0.13, R = 1.13
(0.0027) (0.11)
-6.34 10.31
service = - 0.11*charac + 0.78*brand, Errorvar.= 0.33, R = 0.65
(0.037) (0.044)
-3.01 17.71
after = - 0.0070*charac + 0.91*brand, Errorvar.= 0.31, R = 0.73
(0.0018) (0.12)
-3.81 7.44
Correlation Matrix of Independent Variables
charac brand
-------- --------

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

Relative Fit Index (RFI) = 0.97

Critical N (CN) = 328.00
Root Mean Square Residual (RMR) = 0.69
Standardized RMR = 0.039
Goodness of Fit Index (GFI) = 0.95
Adjusted Goodness of Fit Index (AGFI) = 0.94
Parsimony Goodness of Fit Index (PGFI) = 0.72
The Modification Indices Suggest to Add an Error Covariance
Between and Decrease in Chi-Square New Estimate
aware infor 14.4 5.04
loyal need 12.4 1.04
loyal delive 13.2 -0.95
assoc decis 16.1 -2.35
Time used: 0.016 Seconds

13 2516

25/44 11 2
12120

..2541

()

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..2539-2546
..2546-2552