ความสัมพันธ์ระหว่างทัศนคติต่อการอยู่คอนโดมิเนียม บรรทัดฐานกลุ่มอ้างอิง การรับรู้ความสามารถในการควบคุมพฤติกรรมและความตั้งใจซื้อคอนโดมิเนียมของผู้บริโภคในเขตอำเภอเมืองจังหวัดเชียงใหม่

Abstract

The objectives of this research were (1) to study the attitudes towards living in condominium (2) to study the relationships among attitudes towards living in condominium, subjective norm, perceived behavioral control and intention to purchase condominium and (3) to examine the predictive power of attitudes towards living in condominium, subjective norm and perceived behavioral control on intention to purchase condominium among consumers in Amphoe Mueang, Chiang Mai. A correlational research design was conducted. The sample consists of 400 consumers living in Amphoe Mueang, Chiang Mai. Instruments were (1) a measure of attitudes towards living in condominium, (2) a measure of subjective norms, (3) a measure of perceived behavioral control, (4) intention to purchase condominium scale, and personal data questionnaire. Data were analyzed using Pearson Correlation coefficient analysis and Multiple Regression Analysis. The findings indicate that: 1. The sample had attitudes towards living in condominium at moderate level (M = 3.27, SD = .81) 2. Attitudes towards living in condominium, subjective norms, perceived behavioral control were positively related to intention to purchase condominium of consumers in Amphoe Mueang, Chiang Mai (p < .01) 3. Attitudes towards living in condominium, Subjective norms, Perceived behavioral control significantly predicted intention to purchase condominium of consumers in Amphoe Mueang, Chiang Mai (p < .01) , accounting for 46.7% of explained Variance.