FACTORS INFLUENCING A DECISION MADE FOR SUSTAINABLE USE OF HIGH-SPEED FIBER OPTIC INTERNET SERVICES BY SERVICE PROVIDERS IN THAILAND
Article Sidebar
Main Article Content
Abstract
This research was conducted to explore and develop an understanding of the decision-making process for choosing high-speed Fiber Optic Internet (FTTx) services by providers in Thailand, specifically focusing on the concept of sustainable consumption, particularly in terms of consumer loyalty. The objectives of the study were to: 1) examine the level of decision-making involved in purchasing FTTx services for sustainable service delivery; 2) develop a model of causal factors influencing these decisions leading to sustainable service delivery; and 3) analyze the factors, either direct or indirect, and their overall influence on the decision-making process for purchasing FTTx services. The study surveyed a sample of 324 individuals in Thailand, aged 18 and above, who had previously used high-speed Fiber Optic Internet services. Data were collected through online questionnaires and analyzed using descriptive statistics, including frequency distribution, percentages, mean, standard deviation, and inferential statistics, including confirmatory factor analysis and structural equation modeling. The research found that the majority of service users’ personal factors were female, aged 20-30 years, with a bachelor’s degree, employed in the public sector, with an average income below 15,000 baht, and a service usage period of over 8 years primarily for information searching. The most popular internet service provider was NT (CAT & TOT). Inferential data analysis revealed that: 1) the decision to purchase high-speed Fiber Optic Internet services by providers in Thailand for sustainable service delivery is made at a high level; 2) the developed model is consistent with empirical data; and 3) the intention to purchase is indirectly influenced by the quality of electronic services, online social media marketing, and innovation perception (r2 = 0.86), while the decision to choose services is directly influenced by the intention to purchase (r2 =0.84), emphasizing the significant roles of these factors in accepting sustainable services and influencing customers’ decision-making in the high-speed internet service sector in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
References
Ajzen, I. (1991). Theory of planned behavior. Organizational Behavior and Human Decision Process, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Comrey, A. (1973). A first course on factor analysis. Academic Press.
Choteladakeetika, C. (2018). The attitude and social media marketing that affecting purchase decision of personalized products via online channel [Master’s thesis]. Bangkok University. [in Thai]
Duangdow, P. (2020). The Causal factors of service quality affecting consumer intention to use broadband internet service in the lower Northern Thailand. Journal of Business Economics and Communications, 15(2), 71-86. [in Thai]
Duangkhae, S. (2020). Factors influencing the sustainability of the customer loyalty in the aging health service business in Thailand [Doctoral dissertation]. Dhurakij Pundit University. [in Thai]
Fanoberova, A., & Kuczkowska, H. (2016). Effects of source credibility and information quality on attitudes and purchase intentions of apparel products: A quantitative study of online shopping among consumers in Sweden [Master’s thesis]. Umea School of Business and Economics. https://umu.divaportal.org/smash/get/diva2:946730/FULLTEXT01.pdf
Fongsri, P. (2014). Construction and development for research too (4th ed.). Dansutra Printing. [in Thai]
Hair, Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. F. (2010). Multivariate data analysis: A Global Perspective (7th ed.). Pearson Prentice Hall.
Hawkins, I. D., & Mothersbaugh, L. D. (2013). Consumer behavior building marketing strategy (12th ed.). McGraw-hill/Irwin.
Ketpenwong, T. (2022). Social ewom toward brand attitude and brand advocacy of streaming video on demand (svod) brand in Thailand [Master’s thesis]. Mahidol University. [in Thai]
Khongsuebsor, W. (2021). A development of the causal model to influences making decision of student using Universities fitness center [Doctoral dissertation]. Mahasarakham University. [in Thai]
Kittisapkul, O. (2016). Factors affecting the satisfaction and loyalty of customers who use the service High-speed internet (broadband): Case study: Government telecommunications service provider [Master’s thesis]. Thammasat University. [in Thai]
Kotler, P. (2000). Marketing management millennium edition. Marketing Management, 23(6), 188-193
Kline, R. B. (2010). Principles and practice of structural equation modeling (3rd ed.). Guilford Press.
Moore, G., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2, 173-191
Nanchanok, T. (2017). Advertise with Youtube to penetrate the target market with precision and results. Vitty Group. [in Thai]
National Telecom Public Company Limited [NT PLC]. (2023). National telecommunications company enterprise plan 2023-2027. https://www.ntplc.co.th/about-nt/strategies-develop [in Thai]
Nunnally, J. C. (1978). Psychometric Theory. McGraw-Hill Book.
Namahoot, K. S. (2018). An analysis of digital banking adoption using diffusion of Innovation Theory. Warasan Phuettikammasat, Behavioral Science Research Institute, Srinakharinwirot University, 24(2), 43-64. [in Thai]
Oliver, R. L. (1999). Whence consumer loyally. Journal of Marketing, 63, 33-44.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-234.
Phinijrattanarak, K. (2019). The influence of word-of-mouth communication on the internet on brand attitude. Perceived value of consumption and decision to purchase mobile phones and smartphones. Journal of Business Information Systems, 5(4), 78-100. [in Thai]
Prasitphon, W. (2014). Consumer behavior theory. Phranakhon Rajabhat University. [in Thai]
Rogers, E. M. (1983). Diffusion of innovation (3th ed.). The Free Press.
Sae-io, K. (2016). Impact of the E-Service Quality on Customer’s Repurchase Intention in the Car Fast Fit Service [Master’s thesis]. Prince of Songkla University. [in Thai]
Sawaiamorn, K. (2020). Factors affecting the acceptance of online banking service innovation on financial transaction among customers of Krungthai Bank (Public) company limited in Suphanburi Province [Master’s thesis]. Phranakhon Si Ayutthaya Rajabhat University. [in Thai]
Schumacher, R. E. & Lomax, R. G. (2010). A beginner’s guide to structural equation modeling: SEM. Lawrence Erlbaum Associates.
Siritang, K. (2019). The relationship between electronic service quality and the loyalty of netflix streaming users [Master’s thesis]. Rajamangala University of Technology Thanyaburi. [in Thai]
Sonhom, R., & Supawan, R. (2021). Social media marketing, trendiness, safety and trust, and online shopping motivation affecting the purchase decision on clothes via Instagram store of consumers in Bangkok. In Proceedings of the 14th National and International Conference “Global Goals, Local Actions: Looking Back and Moving Forward 2021” (pp. 260-269). Suan Sunandha Rajabhat University [in Thai]
Sutheewasinnon, P. (2016). Sampling strategies for qualitative research. Parichat Journal Thaksin University, 29(2), 30-48. [in Thai]
Taweewattananon, P., & Yansomboon, S. (2022). Electronic service quality, perceived value, and service satisfaction of digital comics applications. Business Administration Journal, 12(2), 88-99. [in Thai]
Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87.
Vongassavanarumol, K. (2020). Factors that impact to couriering parcel delivery through online platform in Thailand [Master’s thesis]. Thammasat University. [in Thai]
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
