泰國消費者使用食物和飲料販賣機之影響因素

The affecting factors Consumer Behavior of Thai people using food and drinks vending machine

詹明智(Akkanut Thaisakulthong)

指導教授 ： 李旭華

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00446

摘要

如今我們過著匆忙的生活,它可以在一個大城市裡看到，那裡的一切看上去都像是一場賽跑。因此;發明家創造了一項發明，以幫助我們的生活比以往更好。其中之一被稱為“自動販賣機”，以幫助人類節省時間。泰國在這種情況下也是如此；可能是由於環境和文化的改變，消費者的行為似乎也影響了人類。這些原因；為了研究哪些影響因素影響了消費者的行為，本文進行了研究。因此；該研究和範圍將研究泰國人，以了解他們的意見，態度和消費者行為。在研究中，使用探索性因素分析（EFA）來分析並找到影響因素的結果。樣本總數為309位受訪者，這些受訪者是女性，26至30歲的僱員，擁有學士學位，
薪水在10,000-20,000巴斯。結果可以分為3類，它們影響了客戶1）合理性和便利性2）多樣性和可及性3）滿意度和透明度影響了客戶對服務的信任和購買。此外;滿意的結果表明，客戶對價格，場所和產品非常滿意；對於消費者而言，與前面提到的EFA的3個相同因素是一個很大的決定因素。

關鍵字

自動販賣機 ； 消費者行為 ； 行銷組合 ； 消費者滿意度 ； 忠誠度

並列摘要

Nowadays, we are staying in a hurried life. It can be seen in a big city where everything looks like a rat race. Therefore, inventor creates an invention to help our life had better than before. One of them called “Vending machine” to help humans save time. Thailand also as same in this situation. It may be from the change in environment, culture, and also consumer behavior seems to have influenced humans. For these reasons, has occurred this paper intends to study which affecting factor has affected consumer behavior. Hence, the study and scope will study Thai people to see opinion, attitude, and consumer behavior. This research used Exploratory Factor Analysis (EFA) to analyze and find a result of affecting factors. A total of the sample was 309 respondents who were answered with woman, 26-30 years who are the employee, graduated with a Bachelor’s degree, and having a salary in 10,000-20,000 Bath. The results can be classified into 3 groups that had affected customer 1) Reasonableness and Convenience 2) Variety and Accessible 3) Satisfaction and Transparency, and have influenced the customer to trust and purchase in a service. Moreover; the results in satisfaction indicated that the customers were very satisfied in Price, Place, and Product; it is a big determinant to consumers as the same 3 factors of EFA mentioned previously.

並列關鍵字

Vending machine ； Consumer behavior ； Marketing mix ； Consumer satisfaction ； Loyalty

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