ปัจจัยที่มีอิทธิพลต่อการตัดสินใจเลือกใช้บริการจองรถเช่าผ่านแอปพลิเคชันของผู้บริโภค: กรณีศึกษาบริษัทรถเช่าธุรกิจขนาดเล็ก ในจังหวัดเชียงใหม่

Abstract

This quantitative research aimed to: (1) examine the effects of technology acceptance factors on consumers’ decisions to use car rental booking applications in small car rental businesses in Chiang Mai Province; (2) investigate the effects of marketing mix factors on consumers’ decisions to use car rental booking applications; and (3) study the effects of service quality factors on consumers’ decisions to use car rental booking applications. The population consisted of consumers aged 18 years and over who had previously used car rental booking applications. A sample of 385 respondents was selected. Data were collected through an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using Multiple Regression Analysis. The results revealed that: (1) technology acceptance factors, including perceived design and perceived usefulness, significantly influenced consumers’ decisions to use car rental booking applications at the .05 level; (2) marketing mix factors, including product, price, place, promotion, people, physical evidence, and process, significantly influenced consumers’ decisions at the .05 level; and (3) service quality factors, including tangibility, reliability, responsiveness, and assurance, significantly influenced consumers’ decisions to use car rental booking applications at the .05 level.