Mediating Effects Perception of Service Innovation on Willingness to Pay of Consumers via Modern Vending Machine in Bangkok

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Surasit Udomthanavong


     The objectives of this research were to study the relationship between perception of service innovation, perceived benefit (functional, emotional, price and social) and willingness to pay. This study was quantitative research that used questionnaire for collecting data. The samples were 360 participants of consumers via modern vending machine in Bangkok by the multi-stage sampling survey data. Structural equation model (SEM) was analyzed using AMOS program. Clearly, statistic results showed that perceived benefit in terms of perceived functional benefit, perceived emotional benefit, and perceived social benefit had a positive effect on perceived of service innovation and willingness to pay. The results also revealed that perceived of service innovation a positive effect on willingness to pay as a mediating variable accentuating the relationship between perceived benefit and willingness to pay of consumers via modern vending machine in Bangkok. The results showed that our data explained the model very well. Our findings of this study will help modern vending machines It can be applied to practice in order to increase the competitiveness of the business and make the customer willingness to pay for the purchase, which when consumers perceive the benefits, especially physical benefit and price benefit, it will effect the good distribution and the growth of the modern vending machine business in the future.


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