อิทธิพลการรับรู้ลักษณะเด่นของผู้ให้บริการขนส่งพัสดุต่อความตั้งใจใช้บริการ ของผู้ประกอบการขายสินค้าออนไลน์ ในอำเภอเมืองเชียงใหม่

Abstract

The independent study about Influence of Perceived Unique Attributes Delivery Service Provider Towards Intention to Use the Service of Online Vendors in Mueang Chiang Mai District. these study Objective is focus on Explore the factors that Influencing Perception of Online Vendors with Delivery Service Provider Towards Intention to Use the Service. The method that uses in this study is Quantitative Methodology by using Depth Interview Methodology to Gain Target Insight and use that insight to create Survey and spread it in Online Channel to reach sampling group. The Target Group is Online Vendors in Mueang Chiang Mai District Who had used two leaders of Delivery Service Provider like Thai-post and Kerry, Separate target in 3 group 1. Cloth vendor 2. Electronic Gadget Vendor 3. Home Gadget Vendor. Using Dept Interview Method and Questionnaire as tools foe data gathering. Analytic tools in this study are Descriptive Analysis used Mean, Percentage, Frequency and Standard Deviation. Hypothesis testing were used Factor Analysis and Multi Regression Analysis. Result of Demographic in this study reveal that the major respondents were cloth vendor with Female gender and age were between 34-41 had income 20,000-50,000 most of them were Employee of company. Frequently use Drop off service 27.9% to delivered product to central region and mostly use Deliver service provider 3-4 time per week in uncertainty days. Often using service at 13.01-16.00 and expense per bill is 31-50 baht. With Factor Analysis which was used to deduct the service marketing mix factor and rearrange them into 7 new group. But after checking Reliability by Cronbach's Alpha Method, it reveals there was only 6 factor that suitable to use in these study and Multi Regression Analysis. The Multi Regression Analysis Reveal all new 6 factor were influenced Perception of Online Vendors with Delivery Service Provider Towards Intention to Use the Service and all new 6 factor was 1. Merchandise Privilege 2. Convenience 3. Flexible 4. Benefit for me 5. Expertise 6. Attraction