ทัศนคติของผู้ใช้ต่อบริการรถตุ๊กตุ๊กไฟฟ้าในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to examine user attitude towards electric Tuk Tuk services in Mueang Chiang Mai district. The population of this study were identified, according to the convenient sampling methods, to 300 people who took electric Tuk Tuk to a destination in Mueang Chiang Mai district. Questionnaires were used as the tool to collection data. The data obtained were analyzed by the descriptive statistics i.e. frequency, percentage, mean, and standard deviation and the inferential statistics i.e. Independent t-test and Chi-square. The findings were presented as follows. Most respondents were male in the age of 22-30 years old with educational background in bachelor’s degree. Most of them were single and self-employed. Their average monthly income was 15,001-30,000 Baht. According to the study of user attitude, the results revealed that their cognition towards electric Tuk Tuk was rated at the highest level. Factors influencing them to use the electric Tuk Tuk services in Mueang Chiang Mai district the most were process and place; followed by price, physical evidence, people, promotion, and product, respectively. In addition, the results also suggested that in the future, the respondents were certainly interested in using the electric Tuk Tuk services and were ready to recommend others to use it. The aspect affecting their decision making towards using the electric Tuk Tuk services was the clear service charge; while gender had an effect with statistical significance on cognition, opinion, behavior trend, as well as interest in using services and recommendation made to others on the electric Tuk Tuk services.