ONLINE MARKETING THROUGH APPLICATION AND EFFECTS ON PETROL STATION USERS IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance using Petrol Station applications; and to determine factors affecting behavior of using Petrol Station applications. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. This quantitative research was used a questionnaire to collect data with stratified random sampling technique was applied to select 406 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that levels of technology acceptance of using application A were significantly higher than those of application B; and factors that significantly affected behavior of using applications consisted of perceived number of peers, perceived number of cross platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude toward technology, descriptive norm, injunctive norm, subjective norm, and behavior Intention.