PSU Knowledge Bank Collection:http://kb.psu.ac.th:80/psukb/handle/2553/12222024-03-19T07:01:41Z2024-03-19T07:01:41Zอิทธิพลของการรับรู้เทคโนโลยีการจัดงานเศรษฐกิจเทศกาลต่อความตั้งใจในการมาท่องเที่ยวซ้ำของนักท่องเที่ยวชาวมาเลเซียณัฐวรา เซ็มแม้นหมัดhttp://kb.psu.ac.th:80/psukb/handle/2016/193512024-01-25T09:10:41Z2023-01-01T00:00:00ZTitle: อิทธิพลของการรับรู้เทคโนโลยีการจัดงานเศรษฐกิจเทศกาลต่อความตั้งใจในการมาท่องเที่ยวซ้ำของนักท่องเที่ยวชาวมาเลเซีย
Authors: ณัฐวรา เซ็มแม้นหมัด
Abstract: The objective of this research was to study how factors of Perceived Festival Economy Event Technology on Malaysian Tourists' factors of event experience satisfaction and factors of revisit intention. The research was conducted using a quantitative methodology. The population of this study is Malaysians' perception of event technology within the concept of festival economy for event experience satisfaction and revisit intentions. Set the appropriate sample size at 400 people. The researcher uses a simple random sampling of Malaysian tourists who travel to Hat Yai, Songkhla. By using a questionnaire collection method in collecting data.
The study revealed that event experience satisfaction affect revisit intentions with statistical significance at the level of 0.05 Moreover event experience satisfaction affect revisit intentions factors explained the variance of revisit intentions at 51% whereas event experience satisfaction affect revisit intentions show a regression coefficient of the predictors in the standard score at 0.71 However, government sector and private sector can be used to create prosperity from the MICE industry for the common interest in all sectors of society.
Description: บริหารธุรกิจมหาบัณฑิต (บริหารธุรกิจ), 25662023-01-01T00:00:00Zการยอมรับเทคโนโลยีและพฤติกรรมผู้บริโภคในภาคใต้ที่มีอิทธิพลต่อความตั้งใจซื้อเครื่องดื่มปราศจากแอลกอฮอล์ผ่านช่องทางออนไลน์มณฑาทิพย์ ส่งศรีhttp://kb.psu.ac.th:80/psukb/handle/2016/191962023-12-19T02:48:08Z2022-01-01T00:00:00ZTitle: การยอมรับเทคโนโลยีและพฤติกรรมผู้บริโภคในภาคใต้ที่มีอิทธิพลต่อความตั้งใจซื้อเครื่องดื่มปราศจากแอลกอฮอล์ผ่านช่องทางออนไลน์
Authors: มณฑาทิพย์ ส่งศรี
Abstract: This study aimed to investigate the technology acceptance of consumers in the South of Thailand towards online purchase intention of non-alcoholic beverages and to compare the online purchase intention of non-alcoholic beverages and customer segments classified by their behaviors. This quantitative study used online questionnaire to gain data from 400 customers in 14 southern provinces of Thailand with an online shopping experience. While the descriptive statistics analysis concerned with frequency, percentage, mean, standard deviation, the inferential statistics analysis involved the multiple linear regression analysis and one-way ANOVA.
The results of this study revealed that the overall public opinions on the technology acceptance was at very high level. In addition, the technology acceptance affecting the purchase intention included the attitude towards the usage and the actual use; the factors not affecting the purchase intention consisted of perceived usefulness and perceived ease of usage. Regarding consumer behavior, they were most interested in juice, ready-to-drink tea, and canned coffee, respectively. After searching for deals on different platforms, they would buy these products on social commerce platforms by themselves when the products announced a promotional discount. The total cost was 301 – 600 baht per order with 3 – 4 orders per month. The differences in consumer behaviour, namely the number of orders, the frequency of orders per month, the research before making a purchase, showed differences in the online purchase intention of non-alcoholic drinks with a statistic significance of 0.05.
Description: บริหารธุรกจิมหาบัณฑิต (บริหารธุรกิจ), 25652022-01-01T00:00:00Zความต้องการของผู้เข้าร่วมงานในการใช้บริการสถานที่จัดงานไมซ์ประเภทห้องประชุม ในจังหวัดสงขลาในสถานการณ์การแพร่ระบาดโรคโควิด-19ณัฐฐิญา มณีโชคชูโรจน์http://kb.psu.ac.th:80/psukb/handle/2016/191742023-12-18T03:51:44Z2022-01-01T00:00:00ZTitle: ความต้องการของผู้เข้าร่วมงานในการใช้บริการสถานที่จัดงานไมซ์ประเภทห้องประชุม ในจังหวัดสงขลาในสถานการณ์การแพร่ระบาดโรคโควิด-19
Authors: ณัฐฐิญา มณีโชคชูโรจน์
Abstract: This research aimed to investigate the Attendees’ demands in attending MICE venues, Meeting rooms, where certified Thailand MICE Venue Standard (TMVS) in Songkhla during COVID-19 pandemic. Moreover, the research also aimed to provide the guideline to improve TMVS MICE venues in Songkhla province. The study was Mixed Methods research that included qualitative method research integrating with a quantitative method research for obtaining complete data and data were collected through questionnaire with 360 visitors who visited Songkhla TMVS meeting rooms during COVID-19 pandemic total 30 rooms from 8 venues and focus group interview with 8 Songkhla TMVS meeting rooms directors.
The results showed that the majority of visitors were female, aged between 30 – 39 years old with bachelor’s degree, mostly self-employed, aerage income was 45,000 Baht and above per month and lived in Hat Yai, most of them knew TMVS by Social network and attended MICE at TMVS meeting in Sonkhla 2 times during Covid – 19 pandemic. Besides, it was found that their demands in attending Songkhla TMVS meeting rooms pointed out the strongly agree of Physical component, Technology component, Service component, Sustainability component and COVID 19 preventive measures. In addition to provide guideline for improving Songkhla TMVS MICE venues found that there were many different factors, opinions and needs that could improve their venues to be better from Songkhla TMVS MICE venues directors.
Description: บริหารธุรกิจมหาบัณฑิต (บริหารธุรกิจ), 25652022-01-01T00:00:00Zปัจจัยที่มีผลต่อการยอมรับใช้งานคิวอาร์เพย์เมนต์ของผู้ประกอบการธุรกิจขนาดย่อมในจังหวัดสงขลาพิมพ์รภัส ธนาภรนนทศิริhttp://kb.psu.ac.th:80/psukb/handle/2016/191162023-11-27T04:04:10Z2018-01-01T00:00:00ZTitle: ปัจจัยที่มีผลต่อการยอมรับใช้งานคิวอาร์เพย์เมนต์ของผู้ประกอบการธุรกิจขนาดย่อมในจังหวัดสงขลา
Authors: พิมพ์รภัส ธนาภรนนทศิริ
Abstract: The objective of this research was to study the QR payment acceptance small business entrepreneur in Songkhla Province. This study is a quantitative research that was conducted by using survey research methods. The questionnaires were used as a tool to collect data from a total of 130 small business owners that accepted QR payment for goods and services in their businesses. The data obtained were analyzed with mean, standard
deviation and stepwise multiple regression analysis.
The research results indicated that majority of the sample were females at ages between 30-35 years, graduated with a bachelor’s degree or equivalent, gained 1-5 years of experience in business operations and hired 1-5 store employees. The types of business were service businesses with an average monthly sales volume of 100,000 -300,000 baht. The business hours were all-day opening times. The study results of the factors that influenced the QR payment acceptance of small business entrepreneur in Songkhla Province
the most were facilitating conditions, effort expectancy, social Influence and trust. The intention to use the QR payment had a direct influence on the acceptance of using the payment system for goods and services through the QR payment system of small business entrepreneur in Songkhla Province with a statistical significance level of 0.1.
Description: บริหารธุรกิจมหาบัณฑิต(การตลาด), 25612018-01-01T00:00:00Z