Applying Theory of Planned Behavior and Service Quality Affecting Attention Population to Pawn at Pawnshop in The Three Southern Border Provinces
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Abstract
The objectives of this research were 1) to investigate the Theory of Planned Behavior affecting the pawning intention of people in the three southern border provinces of Thailand, and 2) to study the service quality affecting the pawning intention of people in the three southern border provinces. The sample for this study consisted of 400 Muslim residents who had experienced using pawning services at pawnshops in the three southern border provinces at least once. Data were collected through offline and online questionnaires and analyzed using statistical software with descriptive and inferential statistics via multiple regression analysis. The data analysis involved both descriptive statistics and inferential statistics, specifically multiple regression analysis. The results indicated that the elements of Planned Behavior that significantly affected the pawning intention of the people in the three southern border provinces were attitude toward the behavior and perceived behavioral control (statistically significant at the 0.05 level). Furthermore, the dimensions of Service Quality that significantly affected the pawning intention of the people in the three southern border provinces were responsiveness, reliability, and empathy (statistically significant at the 0.05 level).
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