Main Article Content
The objective of this research was to analyze factors affecting consumers’ decision to use installation and home repair services using Nested Logit Model. Conceptual framework was applied from hierarchical elimination-by-aspect decision-making concept. This research was quantitative research, in which the data was collected from online survey questionnaires of 400 customers who used the service from both traditional and modern construction materials stores in Bangkok metropolitan area. The data was then analyzed using Nested Logit Model.
The results showed that the main factors affecting the decision to choose the installation and home repair services are product variety, quality and business networking. These factors positively affect the purchasing decision of construction materials from a modern construction material store. As for the decision to choose the installation and repair service in various channels, the researcher uses a light bulb as a base case for self-installation and repair. It was found that, for small piece of materials which installation and repair are not complicated, such as faucet and shower, the consumer will install and repair themselves. For large material which is complicated to install and repair, consumers will hire technicians from modern construction materials store to install and repair. It was also found that, males have an impact on the decision to hire a technician to install and repair construction materials statistically significant as well.
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