| 520 สาระสังเขป |
This research aims to analyze the elements that impact customer s repurchase intentionin modern retail convenience stores in Bangkok, Thailand. The study focuses on a sample site of 400 customers, chosen using sample random selection to guarantee they are representative. Data was gathered by a methodical online survey, sent via Google Forms in August 2023. The survey assessed various factors, including consumer involvement, brand experience, social impact, and value perception, by employing recognized measurement tools and a 5-point Likert scale. Structural Equation Modeling (SEM) was employed to perform statistical analysis and examine the connections between components. The reliability and validity of the measurement model were evaluated using Confirmatory Factor Analysis (CFA). Cronbach's alpha coefficients forall components surpassed the threshold of 0.70, suggesting a strong level of internal consistency. The fit indices of the model, such as the Standardized Root Mean Square Residual (SRMR) and the Normed Fit Index (NFI), demonstrated that the model accurately represented the data. The findings indicate that Consumer Engagement, Brand Experience, and Social Influence have statistically significant and positiveimpacts on Repurchase Intention. These effects are mediated by Brand Loyalty and Repurchase Intention were 0.693 and 0.669, respectively. This suggests that the model accounts for a significant amount of the variability in these domains. This study enhances the comprehension of consumer behavior in the retail setting of Bangkok and offers practical insights for retailers seeking to improve customer loyalty through strategic engagement and brand management strategies. |