Effects of Innovation Adoption and Marketing Mix Factors on Decision to Use TAO BIN Vending Machine Service of Consumers in Hat Yai District, Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v16i3.266860Keywords:
Innovation acceptance, Marketing Mix, DecisionAbstract
The purpose of this research was to study the influence of innovation acceptance and the marketing mix on the decision to use the TAO BIN vending machine service of consumers in Hat Yai District, Songkhla Province. The samples used were 250 people who have experienced using the TAO BIN vending machine service. Questionnaires were used as a tool for conducting research. The findings of the research were achieved by analyzing standard statistics using the SPSS program and structural equation modeling by using the partial least square structural equation model (PLS-SEM. Findings found that complexity, trainability, observability, price, and promotion affected the decision to use the TAO BIN vending machine service, However, factor concerning relative advantage, compatibility, product, and the place did not affect the decision to use the TAO BIN vending machine service of consumers in Hat Yai District, Songkhla Province. ณ In this regard, the recommendations can apply to improve the automatic vending machines business in order to meet the needs of customers and increase revenue for the business.
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