การวิเคราะห์แบบจำลองสมการโครงสร้างของปัจจัยการให้บริการและทัศนคติของผู้ใช้รถตู้ร่วมมหาวิทยาลัยราชภัฏเชียงใหม่

Abstract

The University Vanpool Services Project is a transportation service mode that universities should provide to facilitate students and staffs who commute to educational institutions. The shared van service should be clean, convenient, cost-effective, and sustainable. This study analyzed the factors influencing to use vanpool services and developed a Structural Equation Model (SEM) using attitude and behavior data collected through questionnaires from a sample of 399 students and staffs of Chiang Mai Rajabhat University who commute between the university's campuses in Muang and Mae Rim District. The analysis included descriptive statistics, Exploratory Factor Analysis (EFA), and Structural Equation Modeling (SEM) to identify the factors influencing the use of shared vans. The SEM structure is connected to the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Model of Goal-Directed Behavior (MGB). The analysis results identified ten components. In additions the key factors influencing the use of the university's vanpool service, which lead the sample group to engage in rational thinking processes, include three main factors: the service factor (SERV) with an influence weight of 0.364, the collective benefit factor (BEN) with an influence weight of 0.421, and the normative influence factor (NORM) with an influence weight of 0.421. These three factors positively influence the desire to perform the behavior (DESIR), which can explain 61.6% of the behavior (BEHAV). These factors are crucial for policy development that can support rational thinking processes, leading to the intention (INT) to use vanpool services. According to the structure of the Model of Goal-Directed Behavior (MGB), rational thinking processes and the intention to use shared vans (INT) do not significantly influence behavior (BEHAV). In contrast, the difficulty in changing behavior to use shared vans (CONTR) negatively influences the service usage behavior (BEHAV), representing significant limitations and obstacles to transitioning to shared van services.