The Causal Factors of Service Quality Affecting Consumer Intention to Use Broadband Internet Service in the Lower Northern Thailand
Article Sidebar
Main Article Content
Abstract
The objective of this research was to analyze the influence of service quality on intention to use broadband internet services with attitude constructs and control constructs variables as mediator variables. Data were collected from 750 Thai people using broadband internet services in lower northern region. By using structural equation model, the analytic results indicated that service quality had the significantly indirect influence on intention to use broadband internet services with attitude constructs and control constructs variables as mediator variables. Furthermore, the attitude constructs and control constructs also had the significantly direct influence on the intention to use the broadband internet services of consumers.
Keywords: 1) Service Quality 2) Attitude Constructs 3) Control Constructs 4) Intention to use 5) Structural Equation Modeling
Article Details
References
Ajzen, I. (2006). TPB Diagram. Retrieved September 24, 2015, from http://people.umass.edu/aizen/tpb.diag.html
Ajzen, I. and Fishbein, M. E. (1980). Understanding attitudes and predicting social behavior. New Jersey: Prentice-Hatt.
Arayarungsee, S. (2013). Effect of Service Quality on Customers Satisfaction of the Financial Services on the Bangkok Bank’s Internet System in Nakhon Ratchasima Province. Degree: M.B.A., Rajamangala University of Technology Isan, Nakhon Ratchasima.
Arunsaengsuree, P. (2015). Attitudes and Marketing Mix Impact on Purchase Intention of Plant Product Substitute for Meat. Bangkok: Thammasat University.
Browne, M. W. and Cudeck, R. (1993). Alternative ways of assessing model fit. Newbury Park, CA: SAGE Publications, 136-162
Bunsupha, S. (2011). Factors that Influence the Intention to Buy ready-to-eat Frozen ready-to-eat food of consumers from Convenience Stores, 7-Eleven in Bangkok. Bangkok: Bangkok University.
Chaveesuk, S. and Vongjaturapat, S. (2012). Theory of acceptance and use of technology. Degree: Ph.D., King Mongkut's Institute of Technology Ladkrabang, Bangkok.
Curran, P. J., West, S. G. and Finch, J. F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Psychological methods, 1(1), 16.
Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 1989, 319-339.
Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 19(1), 39-50.
Francis, J., Eccles, M. P., Johnston, M., Walker, A. E., Grimshaw, J. M., Foy, R., et al. (2004). Constructing questionnaires based on the theory of planned behavior: A manual for health services researchers. Newcastle upon Tyne, UK: Centre for Health Services Research, University of Newcastle upon Tyne.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2010). Multivariate data analysis:
A global perspective. Upper Saddle River, NJ: Pearson.
Howard, J. A. (1994). Buyer behavior in marketing strategy. Englewood Cliffs,
NJ: Prentice Hall.
Kongjaroen, W. (2014). Acceptance of Innovation Factors Affecting the Satisfaction of Mobile Banking Users in Bangkok Metropolitan Area. Degree: M.B.A., Bangkok University, Bangkok.
Namahoot, K. S. and Laohavichien, T. (2018). Assessing the intentions to use internet banking: The role of perceived risk and trust as mediating factors. International Journal of Bank Marketing, 36(2), 256-276.
National Statistical Office of Thailand. (2016). Number of internet users Classified by age group. Retrieved April 21, 2018, from http://service.nso.go.th/nso/web/statseries/statseries22.html
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Parasuraman, A., Berry, L. L. and Zeithaml, V. A. (1988). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 1988, 111-124.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1990). Five Imperatives for Improving Service Quality. Sloan Management Review, Summer 1990, pp. 29-38.
Promma, N. (2013). Factors Affecting Consumer’s Purchase Intention for Healthy Food in Bangkok Area. Degree: M.B.A (Business administration), Bangkok University, Bangkok.
Rabilmaethanee, K. (2014). Service Quality Affecting Perceived Brand Equity and Brand Loyalty of Mobile Cellular Network Operator in Bangkok. Bangkok: Bangkok University.
Rakchopsanti, S. (2012). Attitudes Toward Buying-Selling Intention of Second Hand Furniture in Bangkok Metropolitan area. Bangkok: Srinakharinwirot University.
Rovinelli, R. J., and Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Triple T Broadband Co., Ltd. (2016). Broadband internet competitors. Retrieved April 12, 2018, from http://10.65.161.45/report/index.php
Yingprasongsak, C. (2014). The relationship between the quality of customer service, satisfaction, and attitude of customer of the government saving bank in Roi Et. Degree: M.B.A. Rajabhat Maha Sarakham University, Maha Sarakham.
