A Study of Factors Affecting Rabbit Card Usage in Bangkok, Thailand

Abstract

The purpose of this study was to identify influencing factors toward Rabbit card usage. In this research, the dependent variable is Rabbit card usage, while independent variables consisted of compulsive purchase tendency, perceived usefulness, perceived ease of use, perceived credibility, the amount of information on Rabbit card, and demographic factors. The researchers developed five hypotheses for this study. The data were collected through a questionnaire survey of 400 respondents in two selected BTS stations in Bangkok, namely Siam and Asok. The sampling procedure used judgment sampling, quota sampling, and convenience sampling. All of the data were analyzed by Multiple Linear Regression, Independent t-test, and Analysis of Variance (ANOVA). The result showed that perceived usefulness and the amount of information on Rabbit card had a significantly influence on Rabbit card usage. For demographic factors, age levels, education levels, and income levels had a significantly influence on Rabbit card usage.