อิทธิพลของการรับรู้ลักษณะเด่นของร้านสะดวกซักต่อความตั้งใจใช้บริการของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

This independent research aims to study Influence of Perceived Differentiation of Laundromat Towards the Intention to Use Services Among Consumers in Mueang Chiang Mai District. The research selects samples through quota sampling, with the sample groups comprising residents, employees, or students in the Mueang district of Chiang Mai who use convenience store services at least 2-3 times per month on average. Data is collected from 300 consumers who use services from convenience stores in the Mueang district of Chiang Mai, selected from the top three convenience store chains with the highest number of branches. The study employs online questionnaires as a survey tool and utilizes basic statistical analysis techniques such as frequency, percentage, mean, and factor analysis (FA) to analyze the data. Exploratory Factor Analysis (EFA) is employed to analyze the extracted factors, followed by testing for relationships between independent variables, including the perception of distinctive features derived from factor analysis, and dependent variables, such as the intention to use convenience store services among consumers in the Mueang district of Chiang Mai, using multiple regression analysis. From the results of factor analysis and analysis of factors influencing the intention to use convenience store services among consumers in the Mueang district of Chiang Mai, five new factor groups were identified. However, only two factors, namely, distinctive features in store management and promotional discounts, and distinctive features in laundry service efficiency, were statistically significant at the 0.05 level. These two independent variables can predict factors influencing the intention to use convenience store services among consumers in the Mueang district of Chiang Mai with an R-squared value of 38.2%.