ปัจจัยที่มีอิทธิพลต่อความตั้งใจใช้น้ำประปาของการประปาส่วนภูมิภาคกรณีศึกษา : ลูกค้าในอนาคตพื้นที่ภาคใต้ตอนล่าง

Abstract

The aim of this research was to study the factors influencing the intention for the use of water supply from the Provincial Waterworks Authority for the prospect who living in the lower southern provinces of Thailand. According to the framework of planned behavior theory, this quantitative research used questionnaires to collect data by randomly sampling prospective customers. In this case the prospective customers are residents from seven provinces in the lower parts of southern Thailand. The seven provinces which were chosen are Trang, Phatthalung, Songkhla, Satun, Yala, Phattani and Narathiwat. A total of 400 respondents were chosen, mainly focusing on respondents who are representatives of households and have the ability to decide important issues within their family. And also requires only one person to represent their household. According to the statistical analysis, it was discovered that the attitudes toward behaviors could help to perceive efficacy control behavior factors influencing the significance level of 0.05. After analyzing the regression it was found that the direction of the relationship towards the intention to use tap water from the Provincial Waterworks Authority for future customers in the lower southern region of Thailand varies with the perceived efficacy in attitudes toward behavior (B = 0.72, Adjusted R2 = 0.498) and behavior control factors. (B = 0.15, Adjusted R2 = 0.011)