THE INFLUENCE OF ATTITUDES AND MARKETING MIX ON USAGE BEHAVIOR OF THAI SERVICE USERS WHO USE INTERNET SERVICE VIA SMARTPHONE IN OVERSEAS

Abstract

The purpose of this research were: 1) to study the influence of the demographic characteristics of Users who use an Internet service overseas via a Smartphone and the marketing mix factors of the Internet service business and consumer’s behavior, 2) to study the influence of the marketing mix factors on the Internet usage behavior of Thai service users via a Smart Phone overseas, and 3) to study the influence of the attitude factors and the Internet usage behavior of Thai service users abroad via Smartphone. This research used a Quantitative Method that collected data from 400 Thai people who had traveled abroad within 1 year and used Internet via Smartphone at Suvarnabhumi Airport. The data was analyzed by using descriptive statistics and hypotheses were tested by using inferential statistics including t-test, One-Way ANOVA, Pearson Correlation and Chi-squared test (χ2-test) at a significance level of 0.05. The hypothesis testing revealed that the demographic factors of service users, who had different occupations, affected users perception toward the importance of the marketing mix of Internet service providers via Smartphone, their service and their sales promotion differently. Moreover, the result showed that demographic factors, gender, age, career, status, education and traveling rate of service users affected user perception toward the importance of the marketing mix strategies of Internet service providers and the Internet usage behavior of users via Smartphone overseas. It was also found that the Internet usage behavior of Smartphone users who had different attitudes about understanding, feeling and behavior, was significantly different.