The factors that affect consumer behavior in the decision to use broadband internet access in the Bangkok area, between True Corporation Public Company Limited and Triple T Broadband Public Company Limited.

Abstract

This research aimed to study the consumers’ behavior and factors affecting decision to use the broadband internet services of True Corporation Public Company Limited and Triple T Broadband Public Company Limited in Bangkok.   The sample groups consisted of 800 customers living in Bangkok and using the broadband internet services of True Corporation Public Company Limited and Triple T Broadband Public Company Limited.  The research tool was the questionnaires.  The statistics for analysis were frequency, percentage, mean, and standard deviation.  T-test was used for testing the hypothesis of the consumers’ behavior.  There was one-way ANOVA.  Exploratory Factor Analysis and Confirmatory Factor Analysis were conducted for getting the marketing mix factors of both companies.

The research results of the consumers’ behavior to decide to use the broadband internet services of True Corporation Public Company Limited and Triple T Broadband Public Company Limited, classified by personal factors are as follows:  Gender significantly made the customers use the internet in different periods at the level of 0.05.  Age and status significantly made the customers use the internet in different number of hours at the level of .0.05.  Education significantly caused different experience to use the broadband internet services at the level of 0.05.  Occupation did not significantly cause difference in the experience to use the broadband internet service, the frequency to use the internet per week, and number of hours to use the internet at the level of 0.05.  Incomes did not significantly cause difference in the experience to use the broadband internet services and the frequency to use the internet per week at the level of 0.05.

The research results of the marketing mix factors affecting the decision to use the broadband internet services of True Corporation Public Company Limited and Triple T Broadband Public Company Limited and the results of the Confirmatory Factor Analysis of both companies were very well consistent with the empirical data. As for True Corporation Public Company Limited, physical characteristics creation and presentation had the highest weight of 0.62 while service rate had the lowest weight of 0.31.  As for Triple T Broadband Public Company Limited, marketing promotion and physical characteristics creation and presentation had the highest weight of 0.57 while service rate had the lowest weight of 0.37.  This shows that price was not the important factor making the customers decide to use the service.  For example, the factor of physical characteristics creation and presentation enabled the companies to create the values to impress and make the customers decide to use the services again.