FACTORS AFFECTING THE USAGE BEHAVIOR OF THE QUEQ APPLICATION IN BANGKOK
The objectives of this survey research are 1) to study on usage behavior of QueQ Application in aspect of frequency of usage 2) compare usability of QueQ Application by the individual factors and 3) study on factors affecting to the usage behavior of QueQ Application through applied conceptual framework in service quality measurement. Sample were users or who used to employ QueQ Application in Bangkok area, whereas definite population were unknown and collected data through employed questionnaire with 385 samples. All data were analysed with descriptive statistic namely frequency, percentage, mean and standard deviation then t-test, F-test and Least Significant Difference (LSD) technique were utilized in order to compare population mean in case of there were statistical difference at signification level of 0.05. In addition, Multiple Regression analysis was also used for hypothesis testing. Majority of the respondents were female, single, with averagely age at 20-25 years old, studying in bachelor degree and they owned income equivalent or less than 10,000 baht.
Results found that 1) frequency of sample on usability of QueQ Application were 2.28 times/month 2) individual factor about age was only factor that affected to the usage behavior of QueQ Application, in other words, varied age of sample owned differently frequency in usability of QueQ Application at level of significance 0.05, while another, individual factors such gender, marriage status level of education, occupation and average income were not affected to usability of QueQ Application and 3) result of Multiple Regression Analysis on service quality influencing to usability of QueQ Application indicated that Assurance factors was positively influenced usability of QueQ Application but Responsiveness factors was negatively influenced usability of QueQ Application at level of significance 0.05. It implied that if service provider improves its warranty, transformed to the better service would increase user of QueQ Application. Current customers are very satisfied with the speed on response to the customer. If service provider improves without asking user's opinion, it would decrease user of QueQ Application, however.
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