ปัจจัยที่มีผลต่อการเลือกแพ็คเก็จบริการข้อมูล 3G ของผู้บริโภค ในเขตอำเภอปง จังหวัดพะเยา

Abstract

The present study has two objectives: 1) to get an insight into competitiveness and market share of 3G mobile phone service providers including TRUEMOVEH, DTAC, and AIS, and 2) to understand the factors determining consumers’ choice for services packages offered by TUREMOVEH, DTAC, and AIS in the area of Pong District, Phayao Province. The needed information was collected through questionnaire from 400 samples of consumers in Pong District, Phayao Province. The analysis was based on the results of descriptive statistics and Ordered Probit regression model application. From the study on the general use of 3G data services packages of consumers, it was found that AIS in the past four years of operation based on 2011 – 2015 financial statements experienced the growth in net profit and got the largest market share as it used relatively less cost for expanding its network coverage compared to TRUEMOVEH and DTAC. In terms of transfer of services subscribers, AIS received the most transfer from 2G to 3G system. Furthermore, AIS has focused on continued network coverage expansion and thus was not affected by the increase in capital investment of TRUE nor by the network coverage expansion of DTAC. Meanwhile, net profit growth rate of DTAC during 2011 – 2015 was on continuing declining trend. The is likely to be due to the recognition of the fee and the decline of revenue share from DTAC’s services provision under license system which has definite concessional term, and to the negative effect from TRUE’s increased investment. The fact the DTAC still used conservative investment approach is also likely to lead to the loss of its market share to TRUE and AIS. On the part of TRUEMOVE, its net profit during 2011 – 2015 appeared to have an increasing trend as it has mobilized fund for investment which will improve its financial status. It has also formed alliance with China Mobile Company which can help enhance its competitiveness. Furthermore, its success in improving its financial restructure and in using convergence-based consumers expansion strategy has contributed to an improved operational performance and more secured financial structure of the TRUE group. On the general behavior of subscribers of 3G data services packages in Pong District of Phayao Proving, the study found that 172 out of 400 samples or 43 % used TRUEMOVEH telecommunications network, and 168 or 42 % used DTAC. The most popular 3G packages were in the 1GB – 2GB range which were used by 150 samples under study or 39 % followed by those in 500 MB – 750 MB range used by 106 users or 27.5 %. The investigation on factors determining consumers’ choice of 3G data services packages based on Ordered Probit regression model revealed that the determinants of choice of consumers in Pong District of Phayao Province include level of education, farming occupation, monthly income, average total internet use time per day, network of DTC 3G services providers, service area coverage, quality regarding speed of signal, and diversity of other services or supplementary packages.