ปัจจัยที่ส่งผลต่อการตัดสินใจเลือกใช้บัตรเครดิตของข้าราชการและบุคลากรภาครัฐในเขตกรุงเทพมหานครและปริมณฑล|FACTORS AFFECTING THE DECISION MAKING ON CREDIT CARD USAGE OF CIVIL SERVANTS AND GOVERNMENT PERSONNEL IN THE BANGKOK METROPOLITAN REGION

บทคัดย่อ

The objective of this research is to study factors on demography, marketing mix and perception that affecting the decision making on credit card usage of civil servants and government personnel in the Bangkok Metropolitan Region. There are 400 samples and questionnaire is a studying tools. Statistics in data analysis are frequency, percentage, average, standard deviation, t-test statistic, Analysis of Variance (ANOVA), factor analysis and Multiple Regression Analysis. The results found that 1) majority respondents are single female age between 25-35 year old, holding bachelor degree, employ in ministries as teacher or professor, average monthly income between 15,000-25,000 baht and average monthly spending between 15,000-25,000 baht 2) Demography factor on level of education found that working section, position and monthly average income influence on holding card of the target group. 3) Factor on product and distribution channel, promotion, personal and perception have an influence to hold a card by civil servants and government personnel in the Bangkok Metropolitan Region. The variables could explain the variation in decision making on credit card usage of civil servants and government personnel at 10.00%