Causal Factors Effecting Decisions to Rent Sacred of Customer in Thailand

Abstract

The objective of this study were to 1) study the causal factors that affect the trust and decision to rent amulets of consumers in Thailand 2) study the influence of the causal factors of trust that affect the decision to rent amulets of consumers in Thailand; and 3 ) create a model of the causal factors of trust affecting consumers' decision to rent amulets in Thailand. This study use a mixed method were quantitative and qualitative research method. The sample group of quantitative method was 480 customers who had experience decision to rent amulests, the data analysis was used descriptive and inferential statistics including structural equation models, and qualitative method was interview 5 key informancts; consumers with more than 5 years of experience renting amulets, use content anslysis to present information according to the specfied research objectives. The research results found that 1) the causal factors affecting trust and the overall decision to rent amulets are at a high level in every aspect 2) The influence of causal factors on technology adoption,  marketing mix brand side  and trust affecting the decision to rent amulets of consumers in Thailand  at the statistical significance level of 0.05. The researcher was able to create a model of the causal factors of trust that affect consumers' decision to rent amulets in Thailand using the "CTDM Model", which is an abbreviation of the term Consumer Trust for Decision-Making Model, which is Guidelines for entrepreneurs to apply in creating strategies to meet the needs of consumers in the amulet rental industry in the future