FACTORS AFFECTING CONSUMER BEHAVIOR TOWARDS SEARCHING FOR TOURISM INFORMATION ON THE INTERNET IN BANGKOK

Abstract

The objectives of this research of marketing mixed factors and technology acceptance model which affecting customers’ behavior toward searching for tourism information on the internet in Bangkok by using questionnaire to collect the data total 400 samples from population of Generation Y in the age range between 15-34 years old and population of Generation X in the age range between 35-50 years old. The statistics methods to analyze the data were using statistic programs such as percentage, arithmetic mean, standard deviation and Multiple regression analysis. The result showed that the samples were mostly male, aged 26 - 30 years, had primary education to bachelor degree, had their own resident, worked in private companies as the main occupations, the average income was over 20,000 – 30,000 baht per month. Experienced in internet for tourism more than 3 years. Frequency of searching for tourism information on the internet is 2 - 3 times. And searching for tourism information during of 20.01 - 24.00 hrs. And used smartphone for searching for tourism information. Most customer value the marketing mix as the highest level by total 4 sides such as product, place, price, process respectively and high importance in 3 sides such as promotion, physical, people respectively. And the importance of technology acceptance model was at the highest level such as perceived usefulness and as perceive ease of use respectively. The results of the multiple regression analysis revealed that marketing mixed factors and technology acceptance model which affecting customers’ behavior toward searching for tourism information on the internet in Bangkok had R-square are 0.503 and 0.479 respectively. Statistically significant at 0.05.