Main Article Content
This research developed a causal relationship model of purchasing behavior of consumers in Thailand regarding processed ﬁsh products. The research sample of 700 consumers of ﬁsh products in the southern part of the country was recruited using a multi-stage sampling method. The results indicate that the model was consistent with the empirical data (x2 = 1960.84, df = 403, x2 / df = 4.87, RMSEA = 0.07, CFI = 0.92, TLI = 0.91, SRMR = 0.06). The results of data analysis showed that factors related to both consumers and external factors had direct and statistically signiﬁcant inﬂuence on the consumer purchasing behavior of processed ﬁsh products. The factors related to consumer comprised—perception of product quality, effect of family member, mood-related product, attitude of consumer, and health consciousness—had a direct and positive inﬂuence on consumer purchasing behavior at levels of 0.397, 0.163, 0.145, 0.144, and 0.099 respectively. The external factors—suitability of product price and suitability of store environment—directly and positively inﬂuenced consumer purchasing behavior at levels of 0.290 and 0.156, respectively. In addition, the consumer purchasing behavior regarding processed ﬁsh products was indirectly but positively and signiﬁcantly inﬂuenced by factors related to the consumers and the external factors. Consumer family members, consumer experience, and perception of product quality had an indirect but positive inﬂuence on consumer purchasing behavior at levels of 0.082, 0.074, and 0.013, respectively. The external factors of suitability of product price and convenience-related product indirectly but positively inﬂuenced the purchasing behavior of consumers at levels of 0.318 and 0.277, respectively. The results also showed that these causal variables could mutually explain 58 percent of the variance of consumer purchasing behavior regarding processed ﬁsh products.