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中文論文名稱 泰國消費者使用食物和飲料販賣機之影響因素
英文論文名稱 The affecting factors Consumer Behavior of Thai people using food and drinks vending machine
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 2
出版年 109
研究生中文姓名 詹明智
研究生英文姓名 Akkanut Thaisakulthong
電子信箱 akkanut2534@hotmail.com
學號 607585345
學位類別 碩士
語文別 英文
口試日期 2020-06-08
論文頁數 72頁
口試委員 指導教授-李旭華
委員-楊斯琴
委員-陳瑞陽
中文關鍵字 自動販賣機  消費者行為  行銷組合  消費者滿意度  忠誠度 
英文關鍵字 Vending machine  Consumer behavior  Marketing mix  Consumer satisfaction  Loyalty 
學科別分類
中文摘要 如今我們過著匆忙的生活,它可以在一個大城市裡看到,那裡的一切看上去都像是一場賽跑。因此;發明家創造了一項發明,以幫助我們的生活比以往更好。其中之一被稱為“自動販賣機”,以幫助人類節省時間。泰國在這種情況下也是如此;可能是由於環境和文化的改變,消費者的行為似乎也影響了人類。這些原因;為了研究哪些影響因素影響了消費者的行為,本文進行了研究。因此;該研究和範圍將研究泰國人,以了解他們的意見,態度和消費者行為。在研究中,使用探索性因素分析(EFA)來分析並找到影響因素的結果。樣本總數為309位受訪者,這些受訪者是女性,26至30歲的僱員,擁有學士學位,
薪水在10,000-20,000巴斯。結果可以分為3類,它們影響了客戶1)合理性和便利性2)多樣性和可及性3)滿意度和透明度影響了客戶對服務的信任和購買。此外;滿意的結果表明,客戶對價格,場所和產品非常滿意;對於消費者而言,與前面提到的EFA的3個相同因素是一個很大的決定因素。
英文摘要 Nowadays, we are staying in a hurried life. It can be seen in a big city where everything looks like a rat race. Therefore, inventor creates an invention to help our life had better than before. One of them called “Vending machine” to help humans save time. Thailand also as same in this situation. It may be from the change in environment, culture, and also consumer behavior seems to have influenced humans. For these reasons, has occurred this paper intends to study which affecting factor has affected consumer behavior. Hence, the study and scope will study Thai people to see opinion, attitude, and consumer behavior. This research used Exploratory Factor Analysis (EFA) to analyze and find a result of affecting factors. A total of the sample was 309 respondents who were answered with woman, 26-30 years who are the employee, graduated with a Bachelor’s degree, and having a salary in 10,000-20,000 Bath. The results can be classified into 3 groups that had affected customer 1) Reasonableness and Convenience 2) Variety and Accessible 3) Satisfaction and Transparency, and have influenced the customer to trust and purchase in a service. Moreover; the results in satisfaction indicated that the customers were very satisfied in Price, Place, and Product; it is a big determinant to consumers as the same 3 factors of EFA mentioned previously.
論文目次 Acknowledgement I
Chinese Abstract (提要) II
English Abstract III
List of Figures VIII
List of Tables IX
Chapter 1. Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Purpose 3
1.4 Scope and delimitation 3
1.4.1 Variables studied 3
1.4.2 Dependent Variables 4
Chapter 2. Literature Review 5
2.1 Vending machine 5
2.1.1 History of Vending machine 5
2.2 Theory and Concept of Consumer Behavior 7
2.2.1 Cultural factors 9
2.2.2 Social factors 9
2.2.3 Personal factors 10
2.2.4 Phycholocal factors 10
2.3 Theory and Concept of Consumer Satisfaction and Loyalty 11
2.3.1 Consumer Satisfaction 11
2.3.2 Loyalty 13
2.4 Theory and Concept of Marketing Mix 14
Chapter 3. Methodology 17
3.1 Research object 17
3.2 Population 17
3.3 Survey Design 17
3.3.1 Personal Information 18
3.3.2 The satisfaction of the consumer who use food and drinks vending machine 18
3.3.3 Information User behavior buying food and drinks from a vending machine 19
3.4 Data collection 20
3.5 Analysis Method 20
3.5.1 Factor Analysis 21
Chapter 4. Results and Findings 22
4.1 Presentation of data analysis results 22
4.2 Survey results 23
4.2.1 The statistics of personal information 23
4.2.2 The satisfaction of the consumer who used food and drinks vending machine 27
4.2.3 Information User behavior buying food and drinks from a vending machine 30
4.2.4 Analysis by Exploratory Factor Analysis (EFA) 38
Chapter 5. Conclusion and Discussion 46
5.1 Conclusion 46
5.2 Discussion 50
5.3 Future research 52
Reference 53
Appendix A 59
Appendix B 66
Figure 1: 1st vending machine in the world 5
Figure 2: kind of vending machine product 7
Figure 3: Factors Influencing Consumer Buying Behavior 8
Figure 4: Basic need of levels 13
Figure 5: The American Customer Satisfaction Index (ACSI) 14
Figure 6: Marketing Mix 16
Table 1: The number and percentage of respondents classified by Gender 23
Table 2: The number and percentage of respondents classified by Age 24
Table 3: The number and percentage of respondents classified by Occupation 24
Table 4: The number and percentage of respondents classified by Degree 25
Table 5: The number and percentage of respondents classified by Degree (new group) 25
Table 6: The number and percentage of respondents classified by Income per month (Bath) 26
Table 7: x̅ and S.D., the level of satisfaction in Product of the consumer who uses food and drinks vending machine 27
Table 8: x̅ and S.D., the level of satisfaction in Service of the consumer who uses food and drinks vending machine 28
Table 9: x̅ and S.D., the level of satisfaction in Price of the consumer who uses food and drinks vending machine 29
Table 10: x̅ and S.D., the level of satisfaction in Place of the consumer who uses food and drinks vending machine 29
Table 11: The number and percentage of respondents; respondents experienced that has ever bought food and drinks from a vending machine 31
Table 12: The number and percentage of respondents; kind of food has respondents ever bought from a vending machine 31
Table 13: The number and percentage of respondents; kind of drinks has respondents ever bought from a vending machine 32
Table 14: The number and percentage of respondents; place that respondents have ever used 33
Table 15: The number and percentage of respondents; spending money of
respondents have ever spent money to purchase per times 34
Table 16: The number and percentage of respondents; times per month of respondents have ever used 34
Table 17: The number and percentage of respondents; trend will use a vending machine in the future 35
Table 18: The number and percentage of respondents; factors had affected respondents for buying food and drinks from a vending machine 35
Table 19: The number and percentage of respondents; Place could install food and drinks vending machine 36
Table 20: The number and percentage of respondents; Service or problem in food and drinks vending machine need to improve 37
Table 21: The number and percentage of respondents; Suggestion (word of mouth) to use a vending machine 37
Table 22: KMO and Bartlett's Test 38
Table 23: Total variance explained 40
Table 24: Rotated Component Matrix 41
Table 25: A new group 1 of Factor Loading after rotated Component by Varimax 43
Table 26: Reliability Statistics of Factor 1- 43
Table 27: A new group 2 of Factor Loading after rotated Component by Varimax 44
Table 28: Reliability Statistics of Factor 2- 44
Table 29: A new group 3 of Factor Loading after rotated Component by Varimax 45
Table 30: Reliability Statistics of Factor 3- 45

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