Factors Influencing Book Buying Behavior by Students of Rajamangala University of Technology Isan, Surin Campus
This research aims to: study on books buying behavior and factors influence books buying behavior of students. The research instrument was questionnaire ∝ = .95, collected data with 323 students, selected by stratify random sampling. Data analysis with a computer program packaging. The statistics used for data analysis were percentage, mean, and standard deviation, Pearson’s Product Moment Correlation Coefficient and the Stepwise Regression Analysis. The findings were as follow; Students have the option to buy books habits according to their own interests, influenced by friends, documentary category on magazine/journal, each purchase is not exceeded 200 baht, go to the book store once a week, considering buying from a story like, the book's appearance and price. The highest average factor is the price factor and the factor of marketing campaign ( = 4.00). All factors were statistically significant at the 0.01 level. The predictor maximum influence that book buying behavior is product and service (Beta = .425), multiple correlation coefficient (R=.91) and predicting power (R2) at 83.90.
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