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      <doi>10.14455/ISEC.2026.13(2).HOS-01</doi>
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        <article-title>THE FACTORS AFFECTING CUSTOMER TRUST TOWARDS DEVELOPERS IN RESIDENTIAL CONDOMINIUM BUSINESS</article-title>
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      <author>ANUWAT BUDDA, KONGKOON TOCHAIWAT and VITOON PAWANACHARURN</author>
      <aff>Faculty of Architecture and Planning, Thammasat Univ, Pathum Thani, Thailand<br /></aff>
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      <title>ABSTRACT</title>
      <p>Residential condominiums represent a substantial segment of the real estate market in Thailand.  Building customer trust is one of the strategies used by developers to attract customers' interest.  This research applied second-order Confirmatory Factor Analysis (Second-Order CFA) to analyze the effect of trust in Developers (TRUST) among condominium residents in urban areas.  The results showed that trust can be measured through three latent variables, ranked by their importance as follows:  (1) Organizational Products (PRODUCT), (2) Organizational Operations (OPERATE), and (3) Organizational Brand (BRAND).  These latent variables can be evaluated based on six, seven and three indicators, respectively.  The model demonstrates an acceptable level of fit, as evidenced by the following statistics:  chi-square = 83.69, degrees of freedom (df) = 69, p-value = 0.10616, and RMSEA = 0.023.  These results suggested that the model is both reliable and suitable for practical applications.  The derived factors provide a useful framework for project developers, designers, and marketing teams to enhance customer trust.  Future researchers can expand this study by employing different sample groups or residential project types to enhance the diversity and applicability of the findings.</p>
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        <italic>Keywords: </italic>Confirmatory factor analysis, Structural equation modeling, Architectural behavior, Real estate market, Purchase intention, Built environment</p>
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      <hpdf>HOS-01</hpdf>
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