ปัจจัยที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าและบริการผ่านอินเทอร์เน็ต กรณีศึกษากลุ่มผู้หญิง ในเขตอำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The objective of this research was to study the Factors Influencing the Intention of Purchase of Goods and Services via Internet : A Case study of Women in Hatyai District, Songkhla Province. This research is for finding a suitable way to be motivation how to increase purchasing and service via internet. The factors expect to be intention of goods and service via internet from technology acceptance model or TAM by adaption of education included external factors such as service quality, information quality, system quality, compatibility and experience. The sample group was 385 women by using survey questionnaire method such as frequency, percentage, mean, standard deviation and test the relationship between factors by Multiple regression analysis as limited the level of significance at 0.05 level. The research result found that (1) Most respondents are ladies aging between 26 and 32 years holding Bachelor’s degree, working as private company employee, earning monthly income between Baht 20,000 and Baht 30,000 (2) Service quality (β1 = 0.114), information quality (β2 = 0.214) and system quality (β3 = 0.541) are significant factors that influence the perceived non-complexity. (3) Compatiblity (β4 = 0.067), experience (β5 = 0.142) and perceived non-complexity (β6 = 0.655) are significant factors that influence the perceived usefulness. (4) Perceived non-complexity (β 7 =0.214) and perceived usefulness (β8 = 0.635) are significant factor that have influence on intention of Purchase of Goods and Services via Internet. Thus, entrepreneurs and government agencies should raise consumer awareness of perceived non-complexity, easy usability, and also the benefit of purchasing via internet. For example, enhancing website or web application, plan marketing promotion and public relations continuously which will stimulate an increase in purchase of goods and services via Internet.