The Effect of Corporate Image, Consumer’s Satisfaction and Motivation on the Consumer’s Tendency of Consumer’s Technology 3G Usage Behavior Providing by Current Providers: A Case Study of Bangkok Consumer

Abstract

This research aimed to analyze the factors affecting the behavior of the technology users in  Bangkok.  Sample groups in this research were technology 3G users of AIS network, DTAC network and Truemove-H network. Sample size of each network was 135 people.  A questionnaire was a tool for data collection. Statistics for data analysis were percentage, mean, standard deviation, skewness, kurtosis and multiple regression analysis. These data were evaluated by using Statistical Package. The results indicated that the corporate image, consumer’s satisfaction with quality of service and motivation of every network’s users can predict the Bangkok consumer behavior’s tendency to use technology 3G with current providers at the average of 53.40%. In comparison, DTAC ranked first at the rate 58.10%, AIS 54.30%, and Truemove-H 47.70 %.