泰國消費者對於Uber計程車搭乘意願之研究

全文

(1). 國立臺灣師範大學管理學院全球經營與策略研究所碩士論文. Graduate Institute of Global Business and Strategy College of Management National Taiwan Normal University Master Thesis. 泰國消費者對於 Uber 計程車搭乘意願之研究 A Study on Uber Taxi Riding Intention of Thailand Consumers 陳貝莉 Pachasiri Saengsuwan 指導教授：周世玉博士 Advisor：Shih-Yu, Chou Ph.D.. 中華民國 105 年 7 月 July, 2016.

(2) . Abstract Mobile application plays an important role in our daily lives, especially with regard to education in new developments available through technology. The intentions of passengers’ behavior that used the service from the application of Uber passengers were the objectives of this research. This study investigated the factors which impacted on Uber passengers’ behavioral intentions such as service quality, perceived value, and satisfaction. The research sample consisted of 300 Uber passengers in Bangkok, Thailand. The data were analyzed by exploratory factor analysis using principal linear regression. The results determined that service quality has a positive influence on perceived value, service quality has a positive influence on satisfaction, service quality has a positive impact on behavioral intention, perceived value has a positive effect on satisfaction, perceived value has a positive influence on behavioral intention, and satisfaction has a positive influence on behavioral intention. Keywords: Uber, Behavioral intention, Service quality, Perceived value, Satisfaction. i.

(3) . 摘要社群網站於現今生活中扮演重要的角色，特別是教育部份隨著科技進步也有了新的發展。本研究的目標為乘客對於應用程式「優步」( Uber ) 之行為意圖 ( Behavi or al I nt ent i on) 。此研究中調查幾項因素可能會對乘客之行為意圖造成影響，如：服務品質( Ser vi ce Qual i t y) 、感知價值( Per cei ved Val ue) 和滿意程度( Sat i s f act i on) 。在研究中調查了三百位在泰國曼谷的優步使用者。我們以迴歸分析進行研究假設的檢驗。分析結果顯示服務品質對感知價值有正向影響，服務品質對滿意度有正向影響，服務品質對行為意圖亦有正向之影響。另外，感知價值對滿意度有正向影響，感知價值對行為意圖亦有正向之影響。最後，滿意度對於行為意圖也是有正向的影響。最後本研究之 Uber 研究限制與未來研究建議. 關鍵詞：優步、行為意圖、服務品質、感知價值、滿意. ii.

(4) . Acknowledgement. The achievement of this thesis was made conceivable as a result of the helps from many people. Without them, this research could never be complete effectively. Furthermore, I would like to use this chance to express my appreciation to all of them. First of all, I am extremely thankful to my advisor, Chou, Shih-Yu (周世玉), who gave me an opportunity to do this research, and dependably gave helpful direction and invaluable advices and always gave useful guidance during the procedure to conduct this dissertation. Moreover, I would like to express the highest appreciation to my lovely family, my father, mother and sisters who are dependably be my best supporters for every things I did. In addition, I would like to give many thanks to Taiwanese friends and staffs for always helping each others, giving me many advices, and being nice friends, brothers, sisters through past two years and thank you to my other great friends in Thailand who gave me encouragement, support and help me gathered the information. Special thanks go to my close friend, Suppanai Sriwararat (徐穎德) who always comforted me whenever I failed and lost motivation, and many helpful advices from my Taiwanese friend, Cheng Kai（程凱） and Vova (曾俊儒). Finally, thank you so much to all my questionnaires’ respondents for helping me fulfill my research.. iii.

(5) . Table of Contents Abstract ....................................................................................................... i 摘要 ........................................................................................................... ii Acknowledgement .................................................................................... iii Table of Contents ...................................................................................... iv List of Figures ........................................................................................... vi List of Tables ........................................................................................... vii CHAPTER 1 Introduction ...................................................................... 8 1.1 Background ................................................................................... 8 1.2 Statement of the problem ................................................................. 8 1.3 The proposes of this research ............................................................ 9 1.4 Significances of this research ............................................................ 9 1.5 Scope and limitations ...................................................................... 9 CHAPTER 2 Literature Review ........................................................... 11 2.1 Theoretical of variables and hypotheses .................................................... 11 2.1.1 Definition of behavioral intention .............................................. 11 2.1.2 Definition of perceived value ..................................................... 12 2.1.3 Definition of satisfaction............................................................. 13 2.1.4 Definition of service quality ....................................................... 13 2.2 What is Uber? ........................................................................................... 15 2.3 Uber in Thailand ....................................................................................... 15 2.4 Research Framework ............................................................................... 16 2.5 Research Hypothesis ................................................................................. 16. CHAPTER 3 Research Methodology ................................................... 18 3.1 Research design............................................................................. 18 3.2 Construct of measuring variables............................................................... 19 3.2.1 Service quality ................................................................ 19 3.2.2 Perceived value ............................................................... 20 3.2.3 Satisfaction ..................................................................... 20 3.2.4 Behavioral intention ......................................................... 20 3.3 Data Collection ............................................................................. 20 3.4 Data Analysis and methodology ............................................................... 21 3.6.1 Descriptive Statistical Analysis .......................................... 21 3.6.2 Multiple Linear Regression Analysis ................................... 21. CHAPTER 4 Data Analysis and result ................................................ 22 4.1 Measuring Variables data analysis and results ................................... 22 4.2 Demographics Data of Sample ........................................................ 25 4.3 Reliability Analysis ....................................................................... 27 4.5 Hypothesis Testing ........................................................................ 27. iv.

(6) . CHAPTER 5 Conclusion and Suggestions .......................................... 34 5.1 Research Findings and Conclusion ........................................ 34 5.2 Limitations and Suggestions for Future Research .................. 37 REFERENCE........................................................................................... 39 APPENDIX A .......................................................................................... 43 APPENDIX B .......................................................................................... 46. v.

(7) . List of Figures Figure1 The conceptual framework .............................................................. 16 Figure2 The estimate conceptual framework................................................ 36. vi.

(8) . List of Tables. Table 1 The mean ( X ) and the standard deviation (S.D.) of the samples ....................... 23 Table 2 The number of frequency and percentage of the samples - Gender of respondents ........................................................................................................................................... 25 Table 3The number of frequency and percentage of the samples - Ages of respondents 25 Table 4 the number of frequency and percentage of the samples – Marital status of respondents ....................................................................................................................... 26 Table 5 the number of frequency and percentage of the samples - Highest education level of respondents ................................................................................................................... 26 Table 6 the number of frequency and percentage of the samples – Income per month of respondents ....................................................................................................................... 26 Table 7 Reliability Analysis Result for the Measures (Cronbach’s Alpha) ..................... 27 Table 8 Summary of simple regression model results .................................................... 28 Table 9 Summary of multiple regression model results .................................................. 32 Table 10 Summary of Hypothesis Results ...................................................................... 33. vii.

(9) . Chapter 1 Introduction 1.1 Background In our modern world, mobile application plays an important role in all aspects of consumers’ daily lives including economics, welfare, and the transmission of news information. Data is now exchanged and updated through mobile application. Rapid changes in technology have seen the birth of many new companies with outstanding growth potential, generating strong competition within business markets operating wirelessly via the Internet. Bangkok, the capital city has the highest population density of the country, and also the fastest growth within both the economy and society. Every day sees new job opportunities for the people in Bangkok. The city is also a historical sightseeing center for the Temple of the Emerald Buddha (Wat Phra Kaew), and the Temple of the Reclining Buddha, and home to many vast shopping center complexes and markets. Huge numbers of tourists and a multitude of business enterprises put an enormous strain on the transport infrastructure, leading to continual traffic jams. There are many types of public transportation available such as BTS, MRT, Airport Rail Link, taxis, and boats. Uber Taxi has now become another popular alternative, offering fast, reliable, and available transportation within Bangkok City.. 1.2 Statement of the problem Three private companies have now entered the online taxi market. These are GrabTaxi, Uber, Easy Taxi, and All Thai Taxi and it appears that they have gained people’s attention (Manager, 2015). The population of Bangkok is an interesting mix, and an ideal sample for research about Uber users’, to better understand which factors influence their behavioral intentions, and the problems that occur while using the service. Bangkok is both a sightseeing destination and a busy business area, and the roads are always congested (Bureau of Registration Administration, 2015). People mainly use public transport to go to work, study or do their own business; they can be divided into workers, students, and tourists using the services to travel within the Bangkok area.. 8.

(10) . 1.3 The purposes of this research The purposes of this research were as follows: 1) To study the behavioral intention of Uber passengers in Bangkok city, 2) To study passengers’ behavioral intentions after experiencing the Uber service, 3) To study the connection between the influential factors in the essential tasks of service quality, perceived value, and user satisfaction, 4) To study the roles of service attitudes (i.e. service quality, perceived value, and user satisfaction) involved in the formulation of passenger behavioral intentions regarding the Uber service, and 5) To compare the behavior of working class customers using Uber cars within the Bangkok area. Demographic characteristics collected included gender, age, marital status, level of education, and monthly income.. 1.4 Significances of this research The outcome of the research will benefit all Uber users who are willing to assess information regarding the problems and opinions to develop online taxi services in the future. Results will also be advantageous to all departments involved in the planning and management of public transportation to effectively coordinate a world-class transportation system. Moreover, this information will assist Uber Managers and marketers to design effective blueprints to meet passenger needs, retain existing passengers, and attract new passengers to this exciting modern world of e-transportation.. 1.5 Scope and limitations Favorable behavioral intentions encompass three dimensions as word-of-mouth, purchase intentions, and price insensitivity, which together form customer loyalty. User satisfaction is generally seen as the main driver of consumer loyalty and behavior (Olsen, 2007). Studies based on the Theory of Planned Behavior (TPB), have widely identified customer satisfaction as the most important determinant of favorable behavioral intentions. Customer satisfaction is closely linked with perceived service quality and value for money. 9.

(11) (Chen, 2008); (Jen & Hu, 2003); (Petrick, 2004). Customers who perceive good service quality are thus more likely to have a higher level of perceived value and satisfaction, and so continue to use the service. The roles of service attitudes (i.e. service quality, perceived value, and satisfaction) involved in the formation of passenger behavioral intentions in the Uber service context are addressed here. To fill the gap in the current literature, this research aims to develop a relationship model that incorporates the main determinants of Uber passengers’ behavioral intentions and explores their interdependent effects. The paper is structured as follows: Part 2 presents the theoretical background and hypotheses of the proposed model, Part 3 describes the methodology with empirical results reported in Part 4, and a discussion of the findings and conclusions is presented in Part 5.. 10.

(12) . Chapter 2 Literature review. This chapter of this thesis provides information of literature published, which is collected form server theoretical of researcher and textbooks. Next is the hypothesis development in order to better understanding about the study of this research. The chapter starts with the theoretical of variables followed by the information of Uber in Thailand. This chapter ends with the research framework including all of hypotheses are performed here.. 2.1 Theoretical of variables 2.1.1 Definition of behavioral intention Behavioral intention is characterized as a person's apparent probability or "subjective likelihood that he or she will take part in a given conduct. Behavioral intention is conduct particular and operational by direct inquiries, for example, "I mean to [behavior]," with Likert scale reaction decisions to gauge relative quality of goal. Goal has been spoken to in estimation by different equivalent words (I plan to [behavior]) and is unmistakable from comparable ideas, for example, craving and self-forecast (Armitage and Conner, 2001). Icek Ajzen (1991) contended that BI reflects how hard a man will attempt, and how roused he or she is, to play out the conduct Because of the Theory of Planned Behavior (TPB), behavioral expectations assume to be the future behavior (I. Ajzen and Fishbein, 1980). Richard L Oliver (1997) expressed that ideal behavioral expectations could prompt client reliability, which is characterized as a pledge to repurchase or return for a favored item or administration later on. Behavioral aims can be signs that show whether a client will keep on utilizing an organization's administrations or alter their opinion to another diverse supplier (Zeithaml et al., 1996). Therefore, for better comprehension the traveler conduct, advertisers and supervisors of Uber frameworks will be better given to build up their items methodologies and more proper promoting administrations with a specific end goal to draw in new travelers and in addition hold existing ones. 11.

(13) Fornell (1992) expressed that two practices which included over and over utilize the administration supplier and prescribing an administration supplier to other individuals are appear as an imperative keys of client unwaveringness. Yang and Peterson (2004) notice that numerous analysts have a tendency to apply the behavioral goal measure to speak to client dependability, since activity unwaveringness is hard to watch and is regularly similarly hard to quantify. Our study utilizes the behavioral aim measure of client faithfulness, which incorporates repurchase and behavior intention. The factors we ought to apply for make a client dependability ought to be administration quality, satisfaction of consumer, and qualities are much of the time saw as key building pieces of client devotion (Chen, 2008). For a few analysts consider that higher nature of administration and levels of fulfillment can bring about positive behavioral expectations and client reliability. Cronin Jr et al. (2000) expressed that a few studies recommend that consumer loyalty ought to be utilized as a part of conjunction with perceived value, and the perceived value might be a superior indicator of repurchases intention than satisfaction. At that point, perceived value, satisfaction and service quality are embraced in this study to look at their impacts on behavioral intention.. 2.1.2 Definition of perceived value Zeithaml (1988) stated that perceived value concerned with a consumer’s overall assessment of the utility of a (product or service) based on perceptions of what is received and what is given. Specifically, perceived value comes from a trade-off between perceived benefits and perceived costs (Lovelock, 2007). Previous studies have suggested that perceived value may be a better predictor of repurchase intentions than either satisfaction or quality (Cronin et al., 2000; Petrick 2004; Woodruff ). Perceived value has been identified as lead to satisfaction and behavioral intentions. Cronin (2000) and Zeithaml (1988) said that many studies have concluded that service quality positively affects perceived value.. 12.

(14) . 2.1.3 Definition of satisfaction Satisfaction is an probably affective response to a perceived discrepancy between prior expectations and perceived performance after consumption (Oliver, 1980, 1999). Johnson et al. (1995) implied that there are two general conceptual of satisfaction in the literature: transaction specific satisfaction (individual level) and cumulative satisfaction (customers’ total consumption experience). In the real case, service quality and satisfaction are often used interchange, but differences between service quality and customer satisfaction are also clarified in the literature. Such as, the service quality judgments are more specific while customer satisfaction judgments are more holistic (Oliver (1997). Service quality is also related to knowledge judgments while customer satisfaction is associated with emotional judgments. This study refers service quality to transaction specific satisfaction, which concerns the (dis) confirmation in the expectation gap of individual attributes, while cumulative satisfaction is conceptualized as overall satisfaction. Chen (2008) and Fornell (1992) consider that in other words, overall satisfaction pertains to a holistic evaluation after a service delivery experience, and acts as a consequence of satisfaction with individual attributes. Past studies have shown evidence that customer satisfaction significantly affects customer loyalty and behavior intentions in various industries (Anderson and Sullivan, 1993; Cronin and Taylor, 1992; Fornell, 1992; Oliver, 1980; Petrick and Backman, 2002).. 2.1.4 Definition of service quality Joewono and Kubota (2007) mentioned that service quality is a tool of measurement how well the service level delivered matches customer expectations, while a firm delivering quality service mean relative of customer expectations on a consistent basis. Thus, the explaination of which service performance matches customer expectations influences to the degree which customers feel satisfied. The SERVQUAL scale proposed by Parasuraman et al. (1985, 1988) based on the disconfirmation of expectations model (Oliver, 1980) is widely used to measure service quality. Moreover, this scale contains 22 items with five dimensions such as tangibility, reliability,. 13.

(15) responsiveness, assurance, and empathy. Otherwise, these five dimensions and 22 associated items have been challenged as being inappropriate for some service businesses (Cronin and Taylor, 1992). In the practice, appropriate modifications are thus generally needed in order to reflect the specific characteristics of the service context being studied. Hu and Jen(2006) proposed a scale of bus service quality with 20 items under four dimensions interactions with passengers tangible service equipment, convenience of service, and operating management support and undertook a survey of bus services in Taipei, Taiwan. For interaction with passengers refers to the respect and care passengers feel when interacting with service providers, and how they respond to passengers ‘problems. Tangible service equipment relates to the level of comfort of the facilities and equipment operated by the service providers. Convenience of service concerns accessibility, the convenience of the service network and the information provided. Finally, operating management support pertains to elements such as bus schedules, service periods, and the number of staff (Hu and Jen, 2006). Joewono and Kubota (2007) measured the administration nature of Indonesian Para travel frameworks utilizing nine components with 54 traits. The nine elements are as per the following: accessibility, availability, dependability, data, client administration, solace, security, admission, and ecological effect. They investigated perceived of user service quality and overall satisfaction with the Para travel administration keeping in mind the end goal to make figures as to rivalry from engine vehicles in Bandung, Indonesia. The outcomes demonstrated that service quality has positive influence both overall satisfaction and customer loyalty, and overall satisfaction has a positive influence on customer loyalty. According to the study on measuring the service quality of Greek public transit systems, Tyrinopoulos and Antonious (2008) used a total of 23 attributes classified into 4 categories, including general characteristics of the public transport system, terminals & stops, vehicles, and transport points, based on the Handbook for Measuring Customer Satisfaction and Service Quality (Transportation Research Board, 1999). In the study, the service attributes are mainly based on those in Tyrinopoulos and Antonious (2008), and amended according to the specific service characteristics of UBER Taxi Service.. 14.

(16) . 2.2 What is Uber? Uber Technologies Inc. is an American multinational online transportation network company in San Francisco, California. It develops, markets and operates the Uber mobile application, which allows consumers with smartphones to submit a trip request, which is then routed to Uber drivers who use their own cars(Rusli, 2014). 2.3 Uber in Thailand There are three UBER car services in Thailand such as UBER X, UBER BLACK, and UBER Taxi are in following detail. a) UberX is licensed, if you booked a "regular" Uber car and one of these showed up, you'd be disappointed, and might leave some carping feedback. But by setting up a significant price differential, they can now expand the fleet (and car availability), with full disclosure that you might get a non-luxury car, but at least it will be much cheaper(Rose, 2014). UberX : price starts at 25 THB and increases 1 THB per minute and 4.5 THB per kilometer. The minimum cost per ride is 45 THB and there is also a 45 THB fee if you cancel the ride.(UberTechnologiesInc, 2016) b) UberBlack is a "Black Car" in the Bangkok city hierarchy, and is the type typically used by businesses, usually a Lincoln, Cadillac or Mercedes town car that seats up to five passengers(Rose, 2014). UberBLACK: price starts at 50 THB and increases 2 THB per minute and 14 THB per kilometer. The minimum cost per ride is 50 THB and there is also a 75 THB fee if you cancel the ride.(UberTechnologiesInc, 2016) c) UberTaxi is exactly what it sounds like: real, live, licensed taxicabs. The problem here is that in most jurisdictions, taxis are subject to very strict licensing, operating, franchise and fare regulations that are quite different from For Hire Vehicles. This is structurally the antithesis of the Uber post-modern philosophy of a free-wheeling, free-market, tech- and algorithm-based society(Rose, 2014).. 15.

(17) . 2.4 Research framework. Figure 1: the conceptual framework Based on the review of the literature the current study proposes the conceptual framework shown in Fig. 1. The hypotheses are stated as follows:. 2.5 Research Hypothesis Hypothesis 1: Service quality has positive influence on perceived value. In order to study about the standard of the service that received of Uber passenger influence on the value of the service provided, based on their estimations of what is received and what is given. Hypothesis 2: Service quality has positive influence with satisfaction. In order to study about the standard of the service that received of Uber passenger influence on the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber. 16.

(18) Hypothesis 3: Service quality has positive influence with behavioral intention. In order to study about the standard of the service that received of Uber passenger influence on the decisions of the UBER passengers about the possibilities of repurchase the Uber service. Hypothesis 4: Perceived value has positive influence with satisfaction. In order to study about the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber influence on the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber. Hypothesis 5: Perceived value has positive influence with behavioral intention. In order to study about the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber influence on the decisions of the Uber passengers about the possibilities of repurchase the Uber service. Hypothesis 6: Satisfaction has positive influence with behavioral intention. In order to study about the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber service influence on the decisions of the Uber passengers about the possibilities of repurchase the Uber service. The focusing each of the measure constructs is as follow: Behavioral intention: the decisions of the Uber passengers about the possibilities of repurchase the Uber service or tell others to use as recommendation. Satisfaction: overall pleasure or satisfaction is Uber users, resulting from the ability of the trip experience to meet the need, expectations and the desires of passengers of Uber. Perceived value: the Uber passenger's overall evaluation of the value of the service provided, based on their estimations of what is received (benefits) and what is given (costs or sacrifice) Service quality: the evaluations of the Uber passengers of the standard of the service that received.. 17.

(19) . CHAPTER 3 RESEARCH METHODOLOGY This chapter of this thesis provides information about the research methodology. First of all, the research design method has been chosen to determine the factors influencing passenger’s behavioral intention in Bangkok were performed in this chapter. Second, the construct of measuring variables and the approach that is taken in the questionnaire design stage are mentioned that shows the details of each factors or variables are measured. Third, The sampling technique has been described in the part of data collection, the information of sampling design and target population of this research paper. In addition, the information in the methods used to collect the data also provided in this part. Lastly, data analysis and methodology are also included in this chapter.. 3.1 Research Design For this research questionnaire survey is considered to be both exploratory and descriptive research based upon a review of the related literature(Lai & Chen, 2011). The logic behind this is that the questionnaire distributed is only exploring several problems about Uber service such as customer’s perceived value toward Uber. Also, the research provides a conclusion and the characteristics of the current situation under our study also to collect empirical data for this study. The design questionnaire divided into two parts. The first part collected the general information of respondents’ demographic information of respondents, which were measured by multiple-choice questions. In order to collect respondents’ profile there are 5 questions in this parts asked about participates’ gender, age, marital status, education, and income per month, that the difference of demographic background may affect to the different result in this research. First of all, the given choices for gender are male and female. Second, below 18, 18-25 years old, 26-40 years old, 41-50 years old, and above 50 years are given choices of age. Third, the given choices of. marital status are single, married, and divorce or separated. Forth, below. bachelor Degree, bachelor degree, and higher than bachelor Degree are provided to be choices of education level. Finally, there are 6 multiple-choices for incomes per month are Below 5,000 Baht, 5,001-15,000 Baht, 15,001-25,000 Baht, 25,001-35,000 Baht, 35,001-45,000 Baht, and More than 45,000 Baht.. 18.

(20) . 3.2 Construct of measuring variables The questionnaire examined service quality 14 questions, perceived value 5 questions, Satisfaction 1 item questions and behavioral intention 2 questions that are measured using a Likert scale five point ranging from ‘strongly disagree (1)’ disagree (2)’ Neutral (3)’ agree (4) ‘strongly agree (5)’. 3.2.1 Service quality (dividend into two parts; core service and physical environment) Core Service 1. Service of the time (24 hr.) is able to response the need of the users 2. UBER’s network coverage is good 3. UBER’s general Information provision is good 4. Amount of vehicles is enough for the calling service 5. Uber’s fare price calculation is reliable and accurate 6. Total of the Uber fare price is reasonable in the level of the good service 7. The driver of UBER has good personality and able to trust. 8. The channel of the payment through credit card is convenient and solves the problem of the change. 9. There is the channel to evaluate the service, suggestion and request of each service that you use through the application Physical environment 1. The driver is expert in the traffic and able to use the appropriate route. 2. Vehicle condition including inside and outside of the car are clean and safe 3. The total process for using the service App of Uber is easy to understand 4. I feel safe while using the service of Uber car 5. Size of the seat within the car suitable for the customers. 19.

(21) 3.2.2 Perceived value 1. Taking Uber is worth it compared with money I spent 2. Overall Uber meets my expectations. 3. Uber is at the top of my mind 4. Uber is the worth choice for me. 3.2.3 Satisfaction 1. Overall, I am satisfied with the service of Uber provided 3.2.4 Behavioral intention 1. I would like to recommend Uber to others 2. I will continue to use service of Uber in the future. 3.4 Data collection The target population for our research is the people in Bangkok which each person who has experience to used service of Uber. The sample size in our research is 300 respondents. The sampling technique that we used is “online questionnaire survey”, in which we distributed the questionnaire and let the respondents did it themselves without any helping and use convenience sampling technique by giving to anybody who has smartphones to answer the question designed via online questionnaire. Therefore, 300 questionnaires were distributed and 296 Thai passengers usable were obtained. Moreover, because of participants are Thai; these online questionnaires were translated into Thai languages with regard to avoid miscommunication as well as facilitate participants.. 20.

(22) . 3.5 Data Analysis and methodology The analysis of the survey data is processed using SPSS 22.0 and AMOS. First, for good construct reliability, Cronbach's alpha was calculated to examine the reliability of each variable, and Cronbach's alpha should be greater than 0.7 were acceptable. Second, in this reserch, the data analyzed by the method of exploratory factor analysis through principle Component with VARIMAX rotation technique that construct dimensionalities of variables. Finally, According to the conceptual framwork in chapter 2, this research used regression Analysis in order to test the relationship of each variable such as service quality; (core service and physical environment), perceived value, satisfaction, and behavioral intention by using Simple and Multiple Linear Regression Analysis. 3.5.1 Descriptive Statistical Analysis For descriptive statistical analysis, descriptive statistical analysis on all variables in this research including the research framework constructs and control variables were performed. The frequencies, means values and standard deviation of the data in each construct by using descriptive statistical analysis is to define 3.5.2 Linear Regression Analysis After exploratory factor analysis through principle Component with VARIMAX rotation technique which if the factors of this research had an eigenvalue more than 1, it was retained and in each factor if they had factor loading more than 0.5 also were retained., then we will put the data to analyze on simple and multiple linear regression. The purpose of multiple regression analysis is to test the influences or contribution that the set of independent variables takes on the dependent variable. The acceptable value standard of multiple regression limits by Hair et al. (2010) are as follow: F-value should equal or greater than 4 the correlation coefficients (R) should close to 1 and p-value should be less than 0.05. 21.

(23) . CHAPTER 4 DATA ANALYSIS AND RESULT This chapter starts by the methods that use to analyze the measuring variables data and the table of results, mean and standard deviation of each variable that we have used will be shown. The personal data’ of respondents are proposed in second part. The analyses compose of reliability of variables analysis retained in each factor will be performed in the third part in this chapter. Finally, the last chapter with exploratory factor analysis in the principal VARIMAX rotation will be performed and hypotheses testing.. 4.1 Measuring Variables data analysis and results Measuring Variables analyzed by using mean and standard deviation. The questions measured by using 5-points Likert scale rating (1 = Strongly Disagree to 5 = Strongly agree, which categorize data measurement by interval class formula. After collected the data frequency and then used the mean of measuring variables by divided into 5-points Likert scale, as described below. Interval class (i) = Highest value - Lowest value Number of classes. = 5–1. = 0.8. 5. According to the formula the meaning interpretation shown in the table below. Class interval 4.20 - 5.00 3.40 - 4.19 2.60 - 3.39 1.80 - 2.59 1.00 - 1.79. Level comments Excellent Good Average Fair Poor. 22.

(24) . Table 1 The mean ( X ) and the standard deviation (S.D.) of the samples by Measuring Variables.. Measuring Variables. X. Core service. Level. 3.67. 0.824. Good. 1. Service of the time (24 hr.) is able to response the need of the users. 3.77. 1.153. Good. 2. UBER’s network coverage is good. 3.52. 0.984. Good. 3. UBER’s general Information provision is good. 3.65. 0.955. Good. 4. Amount of vehicles is enough for the calling service. 3.41. 1.001. Good. 5. UBER’s fare price calculation is reliable and accurate. 3.65. 1.037. Good. 6. Total of the Uber fare price is reasonable in the level of the good service. 3.80. 0.987. Good. 7. The driver of UBER has good personality and able to trust.. 3.78. 0.907. Good. 8. The channel of the payment through credit card is convenient and solves the problem of the change.. 3.76. 1.153. Good. 9. There is the channel to evaluate the service, suggestion and request of each service that you use through the application. 3.67. 1.072. Good. 3.74. 0.831. Good. 1. The driver is expert in the traffic and able to use the appropriate route.. 3.46. .843. Good. 2. Vehicle condition including inside and outside of the car are clean and safe. 3.68. .985. Good. 3. The total process for using the service App of UBER is easy to understand. 3.75. .988. Good. 4. I feel safe while using the service of UBER car. 3.93. 1.026. Good. 5. Size of the seat within the car suitable for the customers. 3.86. 1.076. Good. Physical environment. S.D.. 23.

(25) . Perceived Value. 3.50. 0.812. Good. 1. Taking UBER is worth it compared with money I spent. 3.75. 0.993. Good. 2. Overall UBER meets my expectations.. 3.70. 0.928. Good. 3. UBER is at the top of my mind. 3.14. 0.909. Average. 4. UBER is the worth choice for me.. 3.39. 0.968. Average. 3.77. 0.953. Good. 3.77. 0.953. Good. 3.80. 0.912. Good. 1. I would like to recommend UBER to others. 3.75. 0.969. Good. 2. I will continue to use service of UBER in the future. 3.82. 0.951. Good. Satisfaction 1. Overall, I am satisfied with the service of UBER provided Behavioral Intention. Accoding to Table 1 shown the respondent’s opinion toward measuring variables by consideration in each of variables as followed. Core service the total score is good ( X = 3.67) such as Total of the Uber fare price is reasonable in the level of the good service ( X = 3.80), followed by the driver of UBER has good personality and able to trust ( X = 3.78) and Service of the time (24 hr.) is able to response the need of the users ( X = 3.77) respectively. Physical environment: the total score is good ( X = 3.74) such as I feel safe while using the service of UBER car ( X = 3.93), Next is Size of the seat within the car suitable for the customers ( X = 3.86) and The total process for using the service App of UBER is easy to understand ( X = 3.75) respectively. Perceived Value: the total score is good ( X = 3.50) such as Taking UBER is worth it compared with money I spent ( X = 3.75), secondary is Overall UBER meets my expectations ( X = 3.70) respectively. However, UBER is the worth choice for me ( X = 3.39) the results from opinion of samples is average.. 24.

(26) Satisfaction: The average score of satisfaction such as Overall, I am satisfied with the service of UBER provided ( X = 3.77) means level of good. Behavioral Intention: the total score is good ( X = 3.80) such as I will continue to use service of UBER in the future ( X = 3.82) after that is I would like to recommend UBER to others ( X = 3.75) respectively. 4.2 Demographics Data of Sample Table 2 The number of frequency and percentage of the samples - Gender of respondents Gender Male Female Total. Frequency 97 199 296. Percentage(%) 32.8 67.2 100.0. The percentage of gender, there were female respondents 67.2%, which is 199 persons, and 32.8% or 97 persons of male respondents. Table 3 The number of frequency and percentage of the samples - Ages of respondents Age. Frequency. 18-25 years old 26-40 years old Total. Percentage (%). 94. 31.8. 202. 68.2. 296. 100.0. In this data collecting, most of the respondents are age between 26 to 40 years old, which is 68.2% of total respondents, following by 31.8% of respondents who age more than 18 to 25 years old,. 25.

(27) Table 4 the number of frequency and percentage of the samples – Marital status of respondents Marital status Single Married Divorce or Separated Total. Frequency 265 24 4 293. Percentage(%) 90.4 8.2 1.4 100.0. For marital status of respondents, the percentage of Single are 90.4% followed by Married are 8.2% and Divorce or Separated are 1.4 respectively. Table 5 the number of frequency and percentage of the samples - Highest education level of respondents Highest education level Below Bachelor Degree Bachelor degree Higher than Bachelor Degree Total. Frequency 8 213 72 293. Percentage(%) 2.7 72.7 24.6 100.0. For education, more than half of respondents are Bachelor Degree (72.7%), Next, Higher than Bachelor Degree are 24.6% and Below Bachelor Degree are 2.7%. Table 6 the number of frequency and percentage of the samples – Income per month of respondents Income per month Below 5,000 Baht 5,001-15,000 Baht 15,001-25,000 Baht 25,001-35,000 Baht 35,001-45,000 Baht More than 45,000 Baht Total. Frequency 9 17 123 74 41 32 296. Percentage(%) 3.0 5.7 41.6 25.0 13.9 10.8 100.0. The table shown respondents who have 15,001-25,000 Baht per month is 41.6%. Next, the respondents who have income between 25,001-35,000 Baht per month, 35,00145,000 Baht per month and more than 45,000 Baht are 25%, 13.9% and 10.8% respectively.. 26.

(28) . 4.3 Reliability Analysis According to chapter 3, there are 4 variables composing of service quality, perceived value, and satisfaction, behavior intention that is measured via 5-point likert scale. Therefore, this thesis conducted reliability analysis in order to measure whether the reliability of variables in each factor and free from random error. The reliability of scale is measured through Cronbach's alpha coefficient for reliability that should to be greater than 0.7 were acceptable. However, all the Cronbach’s Alphas of this research are 0.970, therefore the scale are acceptable and reliable. The results of reliability analysis are shown in the Table 4.3.1. Table 7 Reliability Analysis Result for the Measures (Cronbach’s Alpha). Variables Measuring Variables Core service Physical environment Perceived Value Behavioral Intention. No.of Variables. α Alpha. 21 9 5 4 2. .97 .929 .897 .876 .893. 4.4 Hypothesis Testing According to the conceptual framwork in chapter 2, this research used Regression Analysis in order to test the relationship of each variable such as service quality; (core service and physical environment), perceived value, satisfaction, and behavioral intention by using Simple Linear Regression Analysis and Multiple Linear Regression Analysis.. 27.

(29) . Table 8 Summary of simple regression model results Dependent Variables TPV. B Std.Error Beta t P Predictors 4.229** (Constant) 0.517 0.122 .000 TSQ 0.812 0.033 0.824 24.981** .000 2 2 R = .680, adj R =.679, F=624.045 (Constant) 0.489 0.16 3.049** .003 SAT TSQ 0.895 0.043 0.774 20.978** .000 2 2 R = .599, adj R =.598, F=440.067 (Constant) 0.512 0.143 3.567** .000 TBI TSQ 0.893 0.038 0.807 23.419** .000 2 2 R = .651, adj R =.650, F=548.436 (Constant) 0.32 0.133 2.41* .017 SAT TPV 0.988 0.037 0.841 26.706** .000 2 2 R = .708, adj R =.707, F=713.214 (Constant) 0.465 0.126 3.706** .000 TBI TPV 0.951 0.035 0.846 27.176** .000 2 2 R = .715, adj R =.714, F=738.550 (Constant) 0.987 0.137 7.193** .000 TBI SAT 0.742 0.035 0.775 21.055** .000 2 2 R = .601, adj R =.600, F=443.297 Note: TSQ= Total service quality; TPV= Total perceived value; SAT= Satisfaction; TBI= Total behavioral intention; *p<.0.05, **p<0.01. 28.

(30) . H1: Service quality has positive influence on perceived value. According to the table 8 shown the variables are positively linearly related, and service quality has precise prediction (R Square) or there was influence at 68 % and the value of Standard Error of the Estimate = 0.46006 Service quality has positive influence on perceived value. F-statistics value in the table of ANOVA is [F(1, 294) = 624.045, p < 0.01]. For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ were sinigficance in this model because p < 0.01 The model of this regession can estimatethe service quality influence to the percieved value at 67.9% by considered from the value of adjusted R square and Tstatistics (Beta = 0.824, t = 24.981, p < 0.00). H2: Service quality has positive influence with satisfaction. According to the table 8 shown the variables are positively linearly related, and service quality has precise prediction (R Square) or there was influence at 59.9 % and the value of Standard Error of the Estimate = 0.60404 Service quality has positive influence with satisfaction, F-statistics value in the table of ANOVA is [F(1, 294) = 440.076, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ were sinigficance in this model because p < 0.01 The model of this regession can estimatethe Service quality has positive influence with satisfaction at 59.8% by considered from the value of adjusted R square and Tstatistics (Beta = 0.774, t = 20.978, p < 0.00). 29.

(31) . H3: Service quality has positive influence with behavioral intention. According to the table 8 shown the variables are positively linearly related, and Service quality has precise prediction (R Square) or there was influence at 65.1 % and the value of Standard Error of the Estimate = 0.53989 Service quality has positive influence with behavioral intention. F-statistics value in the table of ANOVA is [F(1, 294) = 548.436, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ were sinigficance in this model because p < 0.01 This multiple linear regession is the model that can estimate the service quality has positive influence with behavioral intention by considered from the value of adjusted R square at 65.0% by considered from T-statistics (Beta = 0.807, t = 23.419, p < 0.00). H4: Perceived value has positive influence with satisfaction. According to the table 8 shown the variables are positively linearly related, and Service quality has precise prediction (R Square) or there was influence at 70.8 % and the value of Standard Error of the Estimate = 0.51567 Perceived value has positive influence with satisfaction. F-statistics value in the table of ANOVA is [F(1, 294) = 713.214, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ were sinigficance in this model because p < 0.01 The model of this regession can estimatethe perceived value has positive influence with satisfaction at 70.7% by considered from the value of adjusted R square and T-statistics (Beta = 0.841, t = 26.706, p < 0.00). 30.

(32) . H5: Perceived value has positive influence with behavioral intention. According to the table 8 shown the variables are positively linearly related, and percieved value has precise prediction (R Square) or there was influence at 71.5 % and the value of Standard Error of the Estimate = 0.48766 Perceived value has positive influence on behavioral intention. F-statistics value in the table of ANOVA is [F(1, 294) = 738.550, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TPV were sinigficance in this model because p < 0.01 The model of this regession can estimatet percieved value which effected to the behavior intention at 71.4% by considered from the value of adjusted R square Tstatistics (Beta = 0.846, t = 27.176, p < 0.00).. H6: Satisfaction has positive influence with behavioral intention. According to the table 8 the variables are positively linearly related, and service quality has precise prediction (R Square) or there was influence at 60.1 % and the value of Standard Error of the Estimate = 0.57710 Satisfaction has positive influence with behavioral intention. F-statistics value in the table of ANOVA is [F(1, 294) = 443.297, p < 0.01] The model of this regession can estimate satisfaction has positive influence with behavioral intention at 60.0% by considered from the value of adjusted R square and T-statistics (Beta = 0.775, t = 21.055, p < 0.00) For Hypothesis testing of the regreesion equation among variables found that the variable of SAT were sinigficance in this model because p < 0.01. 31.

(33) . Table 9 Summary of multiple regression model results Dependent Variables. Predictors. B. Std.Error. (Constant). 0.171. 0.124. TSQ. 0.342. 0.058. TPV. 0.539. 0.069. TBI. SAT 0.128 0.053 2 R = 0.758, adj R =.755, F=304.166 (Constant) 0.104 0.136. Beta. t. P. 1.381. 0.168. 0.309. 5.848**. .000. 0.479. 7.751**. .000. 0.133. 2.409*. 0.017. 0.765. 0.445. 4.671**. .000. 2. SAT. TSQ. 0.291. 0.062. 0.251. TPV 0.745 0.063 0.634 11.788** .000 R2= 0.728, adj R2=.0.726, F=392.765 Note: TSQ= Total service quality; TPV= Total perceived value; SAT= Satisfaction; TBI= Total behavioral intention; *p<.0.05, **p<0.01. Perceived value, service quality and satisfaction have positive influence with behavioral intention. According to the table 9 shown the variables are positively linearly related, and percieved value has precise prediction (R Square) or there was influence at 75.8 % and the value of Standard Error of the Estimate = 0.49833 F-statistics value in the table of ANOVA is [F(2, 293) = 392.765, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ,TPV and SAT were sinigficance in this model because p < 0.01 The model of this regession can estimatet Perceived value, service quality and satisfaction have positive influence with behavioral intention. at 75.5% by considered from the value of adjusted R square T-statistics TSQ (Beta = 0.309, t = 5.848, p < 0.00) and TPV(Beta = 0.479, t = 7.751, p < 0.00) and SAT(Beta = 0.133, t = 2.409, p < 0.05). The regression equation of service quality should be TBI = a + 0.342 TPV + 0.539 TCS + 0.128 Sat + ei. 32.

(34) . Service quality and perceived value have positive influence with satisfaction According to the table 9 shown the variables are positively linearly related, and percieved value has precise prediction (R Square) or there was influence at 72.8 % and the value of Standard Error of the Estimate = 0.49833 F-statistics value in the table of ANOVA is [F(2, 293) = 392.765, p < 0.01] For Hypothesis testing of the regreesion equation among variables found that the variable of TSQ and TPV were sinigficance in this model because p < 0.01 The model of this regession can estimatet Service quality and perceived value have positive influence with satisfaction at 72.6% by considered from the value of adjusted R square T-statistics TSQ (Beta = 0.251, t = 27.176, p < 0.00) and TPV(Beta = 0.634, t = 11.788, p < 0.00).. Table 10 Summary of hypothesis Results H1 H2 H3 H4 H5 H6. Hypothesis Service quality has positive influence on perceived value. Service quality has positive influence with satisfaction. Service quality has positive influence with behavioral intention. Perceived value has positive influence with satisfaction. Perceived value has positive influence with behavioral intention. Satisfaction has positive influence with behavioral intention.. 33. Results Supported Supported Supported Supported Supported Supported.

(35) . CHAPTER 5 Conclusion and Suggestions. This chapter summarizes all research findings from chapter 4 including explanations and conclusion. The first part of this chapter provides the results of the analysis of measuring variable followed by the figure of estimate conceptual framework. Finally, this chapter ends with research limitations and suggestions for future research in the last part.. 5.1 Research Findings and Conclusion The analysis of Measuring variable; The respondents has an opinion about measuring variables by considering from each variable and found that the sample group has opinion in high level such as behavioral intention (=3.80), satisfaction (=3.77), physical environment (=3.74), core service (=3.67) and perceived value (=3.50) respectively. When considering in each item of the variable will find that the sample group gives the significant in high level of 5 which is I feel safe of Uber car (=3.93) and followed with the size of the sear within the car suitable for the customers (=3.86), I will continue to use service of Uber in the future (=3.82), total of the Uber fare price is reasonable in the level of the good service (=3.80) and the driver of UBER has good personality and able to trust (=3.78) respectively.. 34.

(36) Hypothesis 1: Service quality has positive influence on perceived value Service quality had an influence to perceived value about 67.9%. The service quality had influence to perceived value Hypothesis 2: Service quality has positive influence with satisfaction Service quality had influence to the satisfaction about 71.4%. Service quality had influence to satisfaction Hypothesis 3: Service quality has positive influence with behavioral intention Service quality had influence to behavioral intention about 65%. Service quality had influence to behavioral intention Hypothesis 4: Perceived value has positive influence with satisfaction Perceived value had influence to satisfaction about 60%. Perceived value had influence to every satisfaction Hypothesis 5: Perceived value has positive influence with behavioral intention Perceived value had influence to behavioral intention about 70.7%. Perceived value had influence to every behavioral intention Hypothesis 6: Satisfaction has positive influence with behavioral intention Satisfaction had influence to behavioral intention about 59.8%. Satisfaction had influence to behavioral intention. 35.

(37) . Figure 2: The estimate conceptual framework. Note: The number is the beta coefficient; (a) has only one predictor; (b) has more than one predictor; **p < 0.01, *p < 0.05. According to the figure 2 shows the relationship in each variable and the influence of that particular variable.The model that shows the relationship in each variable and the influence of that particular variable. From the picture1 indicates that service quality effects to the perceived value at most(67.9%) perceived value put an impact on behavioral intention at most(71.4%) another impact factor is service quality impacts to fhe behavioral intention (65%) and satisfaction effects on the behavioral intention 60.0% relatively. Perceived value have an influence in satisfaction (70.7%) and the last impact is the service quality influence to the satisfaction(59.8%) relatively. As a result of our study, we can conclude that if the high level of Service quality is increasing, it will be affected to the high level of perceived value too. Especially Uber’s network coverage, Uber’s general Information provision is good, Uber’s fare price calculation is reliable and accurate, Total of the Uber fare price is reasonable in the level of the good service, The driver of ber has good personality and able to trust and. 36.

(38) there is the channel to evaluate the service, suggestion and request of each service that you use through the application. The increasing of perceived value will effect to high behavioral intention in term of taking Uber is worth it compared with money I spent, overall Uber meets my expectations, Uber is at the top of my mind (PV3) and Uber is the worth choice for m Moreover, another factor is if good Service quality will effect to Behavioral intention will increase in term of Uber’s network coverage is good , Uber’s fare price calculation is reliable and accurate , Amount of vehicles is enough for the calling service , The driver of Uber has good personality and able to trust .There is the channel to evaluate the service, suggestion and request of each service that you use through the application and if satisfaction incraese, it will impact on Behavioral intention will increase also. The increasing of perceived value will effect to satisfaction also more increase about taking Uber is worth it compared with money I spent, overall Uber meets my expectations, Uber is at the top of my mind and Uber is the worth choice for me. Next is service quality more increse effect to satisfaction will be increased about Uber’s network coverage is good , amount of vehicles is enough for the calling service , The driver of Uber has good personality and able to trust , The channel of the payment through credit card is convenient and solves the problem of the change , There is the channel to evaluate the service, suggestion and request of each service that you use through the application and Total of the Uber fare price is reasonable in the level of the good service. 5.2 Limitations and Suggestions for Future Research There are several limitations of this research appeared including sample size, bias of respondents, and external factors which can be the shortcomings of this thesis. First of all, the sample size of this study collected only 296 of respondents which the opinions from small group of samples and they were collected and used to conduct the research, thus it is limited to generalize the results of the wider population. Furthermore, there are some problems may occurred. For example, when they answered the questionnaire some of respondent might not pay much attention. In addition, some of miscommunication problem might occur when they read the questions, which can be the limitation to gain. 37.

(39) more effective outcomes. For future research, the researcher thinks that next research should increase the factors that will impact to the royalty in products and services or repurchasing or positive word of mouth, which will be the things to build viral and can be the advertisement to communicate through consumers very well in order to boost the sales and create reliability in the future. Therefore, if you use this research and make it useful in your business and also able to create value and pleasure of the consumer behaviors for your company including ability to create royalty within the organization or even the royalty of your products.. 38.

(40) . REFERENCES. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour: Prentice-Hall. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499. Bureau of Registration Administration, M. o. I. (2015). Population and Household Statistics. Retrieved 12 Mar, 2016, Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. Cronin Jr, J. J., et al. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. Chen, C.-F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21. Hair, J. F. J., et al. (2010). Multivariate data analysis: A global perspective (7 ed.). New Jersey, USA: Pearson. Johnson, M. D., et al. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 21(4), 695-707.. 39.

(41) . Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354. doi: 10.1007/s11116007-9119-7 Jen, W., & Hu, K.-C. (2003). Application of perceived value model to identify factors affecting passengers' repurchase intentions on city bus: A case of the Taipei metropolitan area. Transportation, 30(3), 307-327. doi: 10.1023/a:1023983627092 Lai, W.-T., & Chen, C.-F. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2), 318-325. Lovelock, D. (2007). CH (2000), Service marketing: Prentice Hall International, NJ Lee and JH Ahn, Reward systems for intraorganizational knowledge sharing, European Journal of Operational Research. Manager. (2015, 1 Octorber 2015). Moblie booking taxi application Retrieved 15 March, 2016, from http://www.manager.co.th/Home/ViewNews.aspx?NewsID=9580000 109759 Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. doi: 10.2307/1252099 Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi: 10.2307/3150499 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York. Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology and Marketing, 24(4), 315-341. doi: 10.1002/mar.20163. 40.

(42) . Hair, J. F. J., et al. (2010). Multivariate data analysis: A global perspective (7 ed.). New Jersey, USA: Pearson.oewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354. Johnson, M. D., et al. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 21(4), 695-707. Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354. Jen, W., & Hu, K.-C. (2003). Application of perceived value model to identify factors affecting passengers' repurchase intentions on city bus: A case of the Taipei metropolitan area. Transportation, 30(3), 307-327. Lovelock, D. (2007). CH (2000), Service marketing: Prentice Hall International, NJ Lee and JH Ahn, Reward systems for intraorganizational knowledge sharing, European Journal of Operational Research. Manager. (2015, 1 Octorber 2015). Moblie booking taxi application Retrieved 15 March, 2016 Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisi Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York. Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology and Marketing, 24(4), 315-341.. 41.

(43) . Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of travel research, 42(4), 397-407. Rose, D. S. (2014, Jan 25 2014). What is the difference between an UberX, Uber Black and Uber Taxi? Retrieved 14 May, 2016, from https://http://www.quora.com/What-is-the-difference-between-anUberX-Uber-Black-and-Uber-Taxi Rusli, E. (2014, 17 September 2014). Uber Dispatches trips. Retrieved 13 May, 2016 UberTechnologiesInc. (2016). UBER estimate pricing. Retrieved 14 May, 2016, from https://http://www.uber.com/cities/bangkok/ Woodruff, R. B. Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139153. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799-822. Zeithaml, V. A., et al. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.. 42.

(44) . APPENDIX A QUESTIONNAIRE (ENGLISH) “Factors influencing behavioral intention of UBER passengers in Bangkok, Thailand” This is a questionnaire developed by student of Global business and strategy, National Taiwan Normal University. It is an academic survey for Master’s Degree Thesis. This questionnaire is prepared to collect the passenger of Uber behavior. Please complete the questionnaire with the answers that are best representing your opinion to all of the questions. Your opinions and experience would be very beneficial to this study. Thank you very much indeed for your participation.. Part I: Measuring Variables Please check üon the number that describes you the most. 5=Strongly agree 4=Agree 3=Neutral 2=Disagree 1=Strongly Disagree Strongly Strongl Disagree Neutral Agree disagree y agree. Core service Service of the time (24 hr.) is able to response the need of the users Uber’s network coverage is good Uber’s general Information provision is good Amount of vehicles is enough for the calling service UBER’s fare price calculation is reliable and accurate. 43.

(45) . Total of the Uber fare price is reasonable in the level of the good service The driver of Uber has good personality and able to trust. The channel of the payment through credit card is convenient and solves the problem of the change. There is the channel to evaluate the service, suggestion and request of each service that you use through the application Strongly Strongl Disagree Neutral Agree disagree y agree. Physical environment The driver is expert in the traffic and able to use the appropriate route. Vehicle condition including inside and outside of the car are clean and safe The total process for using the service App of Uber is easy to understand I feel safe while using the service of UBER car Size of the seat within the car suitable for the customers. Strongly Strongl Disagree Neutral Agree disagree y agree. Perceived Value Taking Uber is worth it compared with money I spent Overall Uber meets my expectations. Uber is at the top of my mind Uber is the worth choice for me.. Strongly Strongl Disagree Neutral Agree disagree y agree. Satisfaction Overall, I am satisfied with the service of Uber provided. 44.

(46) . Strongly Strongl Disagree Neutral Agree disagree y agree. Behavioral Intention I would like to recommend Uber to others I will continue to use service of Uber in the future. Part II Personal Data Please write ü mark in the ror fill in the blank base on the truth 1. Gender r Male r Female 2. Age r Below 18 r 18-25 years old r 26-40 years old r 41-50 years old r Above 50 3. Marital status 1. r Single. 2. r Married. 3. r Divorce or Separated. 4. Highest education level r Below Bachelor Degree r Bachelor degree r Higher than Bachelor Degree r Other Please specify……………………… 5. Income per month r Below 5,000 Baht r 5,001-15,000 Baht r 15,001-25,000 Baht r 25,001-35,000 Baht r 35,001-45,000 Baht r More than 45,000 Baht. 45.

(47) . APPENDIX B QUESTIONNAIRE (THAI) .”ปัจจัยที่มีผลต่อเจตนาเชิงพฤติกรรมการของผู้โดยสารอูเบอร์” ชุดคําถามชุดนี้ถูกจัดทําโดยนักศึกษามหาวิทยาลัยซือต้าซึ่งข้อมูลจะถูกนําไป ใช้ในการทําวิทยานิพนธ์ของนักศึกปริญญาโทเพื่อสํารวจปัจจัยที่ส่งผลต่อเจตนาเชิงพฤติกรร มของผู้โดยสารอูเบอร์โปรดตออบคําถามที่ได้จัดเตรียมไว้ตามความคิดเห็นของท่านโปรดมั่น ใจได้ว่าข้อมูลต่างๆที่ท่านกรอกต่อไปนี้จะไม่ถูกเปิดเผยมีเพียงผลสรุปเท่านั้นที่ถูกทําไปใช้วิเค ราะหฺ์ขอบคุณพระคุณเป็นอย่างยิ่งสําหรับความร่วมมือ. ส่วนที่ 1 โปรดเขียนเครื่องหมาย ü ลงบนช่องคําตอบ 5=เห็นด้วยอย่างยิ่ง 4=เห็นด้วย 3=ปานกลาง 2=ไม่เห็นด้วย 1=ไม่เห็นด้วยอย่างยิ่ง ไม่เห็นด้วยอ เห็นด้วยอ ไม่เห็นด้วย ปานกลาง เห็นด้วย ย่างยิ่ง ย่างยิ่ง. การบริการทั่วไป การบริการสามารถตอบสนองผู้โดยสารได้ตลอด 24 ชั่วโมง ความครอบคลุมเครือข่ายของ Uber อยู่ในระดับที่ดี การประชาสัมพันธ์ข้อมูลทั่วไปของ Uber อยู่ในระดับที่ดี จํานวนรถ Uber เพียงพอต่อผู้โดยสารที่เรียกใช้บริการ การคํานวณราคาค่าโดยสารถูกต้องซื่อตรงและเป็นธรรม ราคาค่าโดยสารมีความเหมาะสม ผู้ขับรถ Uber มีบุคลิกภาพที่ดีและน่าเชื่อถือ ช่องทางการชําระค่าโดยสารผ่านบัตรเครดิตมีความสะดวก มีช่องทางการประเมินผลของการให้บริการ คําแนะนํา และความต้องการของผู้โดยสารผ่านแอปพลิเคชั่น. 46.

(48) . ไม่เห็นด้วยอ เห็นด้วยอ ไม่เห็นด้วย ปานกลาง เห็นด้วย ย่างยิ่ง ย่างยิ่ง. ปัจจัยทั่วไปทางสิ่งแวดล้อม ผู้ขับมีความชํานาญเส้นทาง รถยนต์มีความสะอาดปลอดภัยทั้งภายในภายนอก ขั้นตอนการบริการของ UBER มีความเข้าใจง่าย ฉันรู้สึกปลอดภัยขณะโดยสารรถ UBER ขนาดของรถยนต์มีความเหมาะสมกับการให้บริการ. ไม่เห็นด้วยอ เห็นด้วยอ ไม่เห็นด้วย ปานกลาง เห็นด้วย ย่างยิ่ง ย่างยิ่ง. การรับรู้คุณค่า การใช้บริการ Uber มีความคุ้มค่ากับเงินที่จ่าย โดยรวมแล้วการบริการของ UBER สามารถตอบสนองความต้องการได้ Uber คือตัวเลือกแรกของฉันในการใช้บริการรถนรถยนต์สาธารณะ Uber เป็นตัวเลือกที่คุ้มค่าสําหรับฉัน. ไม่เห็นด้วยอ เห็นด้วยอ ไม่เห็นด้วย ปานกลาง เห็นด้วย ย่างยิ่ง ย่างยิ่ง. ความพึงพอใจ โดยรวมแล้วการบริการของ Uber ทําให้ฉันพึงพอใจ. ไม่เห็นด้วยอ เห็นด้วยอ ไม่เห็นด้วย ปานกลาง เห็นด้วย ย่างยิ่ง ย่างยิ่ง. เจตนาเชิงพฤติกรรม ฉันมีความต้องการที่จะแนะนําบริการ Uber แก่คนอื่นๆ ฉันจะใช้บริการ Uber ต่อไปในอนาคต. 47.

(49) . ส่วนที่2 ข้อมูลทั่วไป 1. เพศ r ชาย 2. อายุ r r r r r. r หญิง ต่ํากว่า 18 ปี 18-25 ปี 26-40 ปี 41-50 ปี มากกว่า 50 ปี. 3. สถานะ 1. r โสด. 2. r แต่งงาน. 3. r หย่าร้าง หรือ แยกกันอยู่. 4. ระดับการศึกษา r r r r. ต่ํากว่าปริญญาตรี ปริญญาตรี สูงกว่าปริญญาตรี. อื่นๆ โปรดระบุ…………………………………………………………….. 5. รายได้ต่อเดือน r ต่ํากว่า 5,000 บาท r 5,001-15,000 บาท r 15,001-25,000 บาท r 25,001-35,000 บาท r 35,001-45,000 บาท r More than 45,000 บาท. 48.

(50)