Browsing Conference Papers by Author "Phonsaran Summaviriya"
Phonsaran Summaviriya; Sirion Chaipoopirutana (2016-06)
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 ...