4. Results
4.1. Demographic profile of respondents
4.2. Measurement model
4.3. Structural model
4.1Of the 206 respondents, a total of 95 (46.1%) were male while 111 (53.9%) were female. In terms of age, 61.7% were 20– 30 years old, and 28.6% were under 20, these two groups .
4.2We assess the reliability and accuracy to determine the reliability of the Alpha Cronbach's entire structure
4.3in this study who are the members of Starbucks Facebook community said that once they see themselves as a part of this community or this company, they definitely purchase coffee or related products from Starbucks and recommend to their friends. This is not only the case for Starbucks community but also the respondents from other Facebook community .