พฤติกรรมการใช้บริการพื้นที่ทำงานร่วมแบ่งปันของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

This study's purpose was to study the behavior of consumers in Chiang Mai Province towards Co-Working Space Service by using questionnaires as a tool to collect the data. The sample group was 385 people who live, study or work in Chiang Mai who use the Co-Working Space Service in Chiang Mai from May 1, 2021, to August 16, 2021. The data were analyzed by using Descriptive Statistics which were Frequency, Percentage, Weighted Average, Standard Deviation and Inferential Statistics. And analyzed the Variance (ANOVA) between the mean differences between groups of occupational and income factors with the 7 aspects of the Marketing Mix to compare the average level of the Marketing Mix in using co-working space services among consumers in the Chiang Mai. From the study results found that the behavior of consumers in using shared workspace services in Chiang Mai Province mostly choose to use café-sharing co-working spaces (coffee shops, small restaurants that serve food and drinks which can meet the needs of sitting and working). The frequency of using the service was 1-5 times per month and average time spent per visit was 1-3 hours, and there is no specific time for using the service. Mostly, it was no costs for using the space but there was other expense for extra services. The average spending was 101 - 150 baht. The purpose was to discuss or negotiate the business. Most group have 2-5 people sharing services. Factors in using the service was wanting a suitable and comfortable place to work and prefer to use the service in a single workspace zone (Separate table which provide privacy) The results of the study on the importance of the Marketing Mix in 7 aspects affecting the use of shared workspace services among consumers in Chiang Mai found that the average importance in the overall level was the highest in all 7 aspects, respectively. Average from highest to lowest as follows: Product, Place, Price, Process, Physical Evidence, Promotion and People. And when comparing the average level of importance of Marketing Mix in using shared workspace among consumers in Chiang Mai. By analyzing variance (Analysis of Variance: ANOVA), the mean difference between groups of occupational and income factors and Marketing Mix, found that the Marketing Mix that significantly different at 0.05 level for classification by occupation consisted of 3 aspects, which were Price, Promotion and People. As for the Marketing Mix factors that differed statistically at 0.05 level for classification by income, there were 3 aspects which were Product, People and Physical Evidence.