ปัจจัยที่ทำให้เกิดการเลือกใช้งานโลจิสติกส์แบบย้อนกลับของผลิตภัณฑ์ในประเทศไทย: การประยุกต์ใช้ทฤษฎีพฤติกรรมตามแผน
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บทคัดย่อ
งานวิจัยนี้เป็นการศึกษาความสัมพันธ์ระหว่างตัวแปรหลักสามตัวแปรจากทฤษฎีพฤติกรรมตามแผน ได้แก่ ทัศนคติ การคล้อยตามกลุ่มอ้างอิง และ การรับรู้ความสามารถในการควบคุมพฤติกรรม และความต้องการจะจ่ายเงินมากขึ้นสำหรับซื้อผลิตภัณฑ์ในประเทศไทยที่เลือกใช้งานโลจิสติกส์แบบย้อนกลับ โดยในงานวิจัยนี้ได้เพิ่มเติมตัวแปรตัวที่สี่ คือ ความพึงพอใจในตัวผลิตภัณฑ์ ผู้บริโภคที่เข้าร่วมตอบแบบสอบถามแบบออนไลน์ ได้แก่ กลุ่มอาจารย์และนักศึกษาในมหาวิทยาลัยในประเทศไทยจำนวน 436 คน และการวิเคราะห์การถดถอยเชิงพหุคูณพบว่า ทัศนคติ การคล้อยตามกลุ่มอ้างอิง และความพึงพอใจจากการซื้อครั้งที่ผ่านมา มีผลต่อความต้องการจะจ่ายเงินมากขึ้นสำหรับซื้อผลิตภัณฑ์ที่เลือกใช้งานโลจิสติกส์แบบย้อนกลับ และความต้องการจะจ่ายเงินมากขึ้นสำหรับซื้อผลิตภัณฑ์ที่เลือกใช้งานโลจิสติกส์แบบย้อนกลับมีผลต่อพฤติกรรมการซื้ออย่างแท้จริง
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บทความที่นำมาสมัครลงตีพิมพ์ในวารสารต้องไม่เคยได้รับการตีพิมพ์เผยแพร่มาก่อน และไม่ส่งต้นฉบับบทความซ้ำซ้อนกับวารสารอื่น รวมทั้งผู้เขียนบทความต้องไม่ละเมิดหรือคัดลอกผลงานของผู้อื่น
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