INFLUENTIAL FACTORS ON CONSUMERS USING SMART PURSE FOR BILL PAYMENT VIA COUNTER SERVICE AT 7-ELEVEN IN BANGKOK

摘要：

　　The research objective is to identify influential factors on consumers using Smart Purse for bill payment via Counter Service at 7-Eleven in Bangkok.This study employs quantitative research with a sample size of 404 selected from Smart Purse cardholders in 2010.The results of the current study reveal the major factors to be: (1) career,location near to the office or home, as well as being open 24 hours;(2) independent decision making to purchase the Smart Purse card;(3) a perception of the value of using the Smart Purse card, and (4) the greater frequency of Smart Purse card usage depends on the increase in knowledge of the Smart Purse cards benefit and value.The study also found that demographics, marketing mix, social and psychological factors were related to consumer purchase.

关键词： Smart Purse Cardholder Counter Service Decision Making

作者: Tanaphol Techapairat Tanya Supornpraditchai

作者单位: Faculty of Business Administration, Panyapiwat Institute of Management, 85/1 Moo 2 Changwattana Road, Tumbol Bangtalad, Amphur Pakkred, Nonthaburi 11120, Thailand

会议类型: 国际会议

会议名称: The 11th International Conference on Industrial Management(第十一届工业管理国际会议)

会议地点: 日本

会议语种:英文

页码: 611-614

在线出版日期: 2012-08-29（万方平台首次上网日期，不代表论文的发表时间）