Journal of KMITL Business school

FACTORS AFFECTING THE CHOICE RENT BRAND NAME DRESSES OF GENERATION Y IN BANGKOK

Suratchawadee Jakkit — 2024-06-29

The objective of this research was to study the Factors affecting the choice of renting brand-name dresses of generation y group. In Bangkok. The sample group used in the research was a generation y group in Bangkok that rented brand name clothes were 400 people of questionnaire was used as instrument to collect data. The Statistics used for data analysis including Percentage, Frequency, Mean, Standard Deviation, t-test, F-test One-way ANOVA and LSD (Fisher's least – significant difference) paired differences and Multiple regression Linear Regression by Enter. The results of the research showed that 1) The level of opinion on the 5A marketing strategy factors is at the highest level and the decision to choose to rent brand name clothes of the Generation Y group in Bangkok were at a high level of opinion, 2) The hypothesis testing results found that the personal factors of gender, age, occupation and monthly income Of the Generation Y group have the in different areas of Bangkok at with different have their decision to choose to rent brand name clothing statistically significant different at .01 level, 3) The hypothesis testing results found that the 5A marketing strategy factors affect the decision to rent brand name clothing for the Generation Y group in Bangkok statistically significant at .01 level. The 5A marketing strategy factors can explain the level decision choosing to rent brand name clothing among Generation Y in Bangkok 83.8%.

FACTORS AFFECTING TO DECISION TO USED MOBILE BANKING SERVICE COMMERCIAL BANK PASS APPLICATIONS OF WORKING AGE GROUP IN PATHUM THANI.

อิทธิศักดิ์ มูลทา — 2024-06-29

The objectives of this study were to identify the factors that: 1) Affect the decision to use the services of Mobile (Internet) Banking passed applications, and: 2) The level of acceptance of Mobile Banking applications from the working age population of Pratumthani province, Thailand. After identifying the study’s population, sampling was based on 400 people. The results showed that the majority of respondents were female, aged between 21-30, holders of a bachelor’s university degree, and employed by private companies, with an average monthly income of approximately THB10–30K. Five factors were chosen to identify the use of the services of Mobile (Internet) Banking passed applications. Acceptance of 5A marketing strategies (Awareness, Appeal, Ask, Act, Advocacy) of Mobile Banking applications was at a satisfactory level. Statistical hypothesis testing found that gender, age, education, occupation, and income affect decision making, at a statistically significant level of 0.01. Acceptance of 5A marketing strategies of Mobile Banking applications found that the favorite side in products, decision, supporting affects the decision to use Mobile Banking applications. However, well known products, or even questions and answer sides, have no effect on the decision to use Mobile Banking applications.

Factors Influencing the Decision on Labor Mobility to Working Abroad: A Case Study of Students at King Mongkut’s Institute of Technology Ladkrabang

Akkara Pakakong — 2024-06-29

This study is quantitative research with the objectives to study demographic factors and environmental factors that influence the decision to move labor to work abroad of students at King Mongkut's Institute of Technology Ladkrabang. The independent variables include demographic factors include gender, faculty, occupation of the head of the family, average monthly income of the head of the family, and the number of siblings who are currently studying and environmental factors include push factors and pull factors, The dependent variable is the decision to move workers to work abroad. The sample group in this research was 371 fourth-year undergraduate students at King Mongkut's Institute of Technology Ladkrabang. The research instrument was an online questionnaire. For the data analysis, statistics used in descriptive data analysis were frequency, percentages, mean and standard deviations. The statistics used in inferential data analysis were the Two-Sample Independent t-test statistic, the Kruskal-Wallis Test statistic, and the Correlation Analysis statistic. The study’s results found that factors that significantly affect the decision to move workers to work abroad include demographic factors consisting of faculties, environmental factors consisting of push factors and pull factors. Therefore, the findings can be interpreted that relevant agencies should give importance to factors that influence the decision to move workers to work abroad by cooperating from all sectors. Focusing on creating stability in political, social, and economic to attract investment that leads to employment and increases the quality of life. A high quality of life will be the main factor that attracts people to not move to work abroad, as well as to maintain the number of laborers that work domestically.

Enhancing User Acceptance of Automated Parking Systems in Thailand's Urban Low-Rise Household

Wichai Tankongchamruskul — 2024-06-29

Automated parking systems (APS) have the potential to offer numerous benefits for low-rise housing developments, such as optimizing space, reducing emissions, saving time, improving land use efficiency, and enhancing security and safety. However, the successful implementation of APS relies on various factors, including the selection of appropriate technological components, careful design considerations, and addressing potential challenges and limitations. This study seeks to investigate and examine the main drivers and barriers that influence user acceptance of APS in Thailand's low-rise household sector. The study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) model as its theoretical framework, while also incorporating additional factors specific to the context of low-rise housing and APS. The findings of this research are expected to provide valuable insights for real estate developers, policymakers, and stakeholders as they navigate the complexities and opportunities associated with integrating APS into Thailand's ever-changing real estate developments.

Factors Affecting the Success of Wat Portal Website Services (www.watportal.com)

KHARIDT SUKORRAPHAS — 2024-06-29

This research aims to study and analyze the factors influencing the success of service provision on the website Watportal.com. The study sample comprises users of the Watportal.com website who responded to the research questionnaire via the website, totaling 384 individuals. The research methodology involved the use of questionnaires and data analysis using statistical tools such as frequency analysis, percentages, means, standard deviations, T-tests, and multiple regression analysis. The study found that out of 11 hypotheses, 8 were accepted, indicating the following relationships: 1) System Quality positively influences User Use. 2) System Quality positively influences User Satisfaction. 3) Service Quality positively influences User Satisfaction. 4) User Use positively influences User Satisfaction. 5) User Use positively influences Perceived Net Benefits. 6) User Satisfaction positively influences Perceived Net Benefits. 7) Perceived Net Benefits positively influence User Use. 8) Perceived Net Benefits positively influence User Satisfaction. These findings can be analyzed and applied to the development, improvement, and utilization of data for service provision on the Watportal.com website to meet user needs. Factors related to System Quality, User Use, User Satisfaction, and Perceived Net Benefits positively contribute to the success of providing services on website wat portal.