Factors Affecting Consumers' Choice of Internet Network in Private Company Employees in the Sai Mai area Bangkok

Abstract

The objectives of this research were 1) to study the level of factors affecting consumers' choice of internet network among employees of private companies in Sai Mai District; Bangkok and 2) to study and analyze Factors Affecting Consumers' Choice of Internet Network among Employees of Private Companies in Sai Mai District Bangkok the sample used in the research were employees of private companies. in Sai Mai There were 386 people in Bangkok. The statistics used for data analysis were percentage, mean, standard deviation. and inferential statistics, multiple regression analysis techniques. The research results found that. Opinion level on factors affecting consumers' choice of Internet network among employees of private companies in Sai Mai District Bangkok found that the overall picture was at a high level. The side with the highest mean was Responding to individual needs (Personalization) was at a high level, followed by customer experience (Experience) and customer engagement. (Interaction) respectively. Factors Affecting Consumers' Choice of Internet Network Among Employees in Private Companies in Sai Mai Bangkok was the factor affecting the Internet network selection (β=.854) with statistical significance (p<.01). The internet network selection (X₁) versus the dependent variable (decision on internet network selection) was .854, the decision coefficient (R²) was .730, and the explanatory coefficient (Adjusted R²) was .729, with combined efficiency. The factors affecting consumers' choice of internet network among employees of private companies. in Sai Mai Bangkok, 39.8 percent, with a statistical significance of .01, written as a forecasting equation (Raw score) and a forecasting equation. (Standard score) as follows.

               = .767 + .785 X₁ (Raw score)

             y =  .854 Zx₁ (Standard score)