dc.contributor.author | Pairattanakorn, Nor.noppawon | en_US |
dc.contributor.author | น.นพวรรณ์ ไพรัตนากร | en_US |
dc.date.accessioned | 2023-05-13T06:52:57Z | |
dc.date.available | 2023-05-13T06:52:57Z | |
dc.date.issued | 2023-05-13 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/4105 | |
dc.description | ดุษฎีนิพนธ์ (บธ.ด.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564 | en_US |
dc.description.abstract | This research aims to 1) to study the personal factors of Thai and foreign
tourists towards their buying decision making behavior in spa products; 2) to study the
current situation of buying decision making behavior for the development spa products
entrepreneurs to drive the strategy of Thailand 4.0 and 3) to create behavior patterns of
purchasing decisions to develop spa product entrepreneurs driving the strategy of
Thailand 4.0. The research used mixed methods, qualitative and quantitative.
The researcher applied qualitative methods by interviewing 21 selected key informants.
The data obtained from qualitative was used to construct the questionnaires, which
were used to gather quantitative data and analyzed by multiple classifications.
The researcher determined the sample size to represent the population using the
G*Power program. The research tools used in this research were 1) an in-depth
interview and closed-ended questionnaires for qualitative research and
2) a questionnaire obtained from the qualitative research using the Delphi technique as
a reviewed questionnaire for quantitative research. The questionnaires were distributed
to the 305 samples. The results of the hypothesis testing of personal data were as
follows: gender, nationality, age, education level, source of information that brought
them to Phra Nakhon Si Ayutthaya Province, and participants traveling to Phra Nakhon
Si Ayutthaya Province are the factors that affect buying decision making behavior spa
product of model buying decision making behavior for the development spa products
entrepreneurs to drive the strategy of Thailand 4.0 strategy. The result of hypothesis
testing factors affect the buying decision making behavior for spa products come into 6
factors are local identity, product usage, buy as a souvenir, repeated buying,
information from reliable sources, and the interpersonal factor of entrepreneurs or
salespeople. All of these results comply with the assumptions. | en_US |
dc.description.sponsorship | Rajamangala University of Technology Phra Nakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | Spa business | en_US |
dc.subject | ธุรกิจสปา | en_US |
dc.subject | Businesspeople | en_US |
dc.subject | ผู้ประกอบการ | en_US |
dc.subject | Spa products | en_US |
dc.subject | ผลิตภัณฑ์สปา | en_US |
dc.subject | User satisfaction | en_US |
dc.subject | ความพอใจของผู้ใช้บริการ | en_US |
dc.title | Model buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 | en_US |
dc.title.alternative | รูปแบบพฤติกรรมการตัดสินใจซื้อเพื่อพัฒนาผู้ประกอบการธุรกิจผลิตภัณฑ์สปาขับเคลื่อนยุทธศาสตร์ Thailand 4.0 | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | en_US |