Factors Affecting the Use of the Office of Academic Resources and Information Technology of Undergraduate Students Lower Northern Rajabhat University

Abstract

The purpose of this research was to study factors affecting the use of the Office of Resource and Information Technology on undergraduate students at Lower Northern Rajabhat University by using the 7Ps marketing mix process. The sample group was undergraduate students from the 1st - 5th year of the Lower Northern Rajabhat Universities which are Kamphaeng Phet Rajabhat University, Nakhon Sawan Rajabhat University, Pibunsongkhram Rajabhat University and Phetchabun Rajabhat University. This research uses a stratified random sampling method by dividing the samples according to the proportion of the population of each university. The size of the sample was determined by Taro Yamane's method at a confidence level of 95 percent and a variation of 5 percent. The number of samples was 397 people. According to the marketing mix concept 7Ps, the results showed that factors affecting the use of the Office of Academic Resource and Information Technology were at a high level in all 7 aspects. The factor that had the most effect on the use of the Office of Academic Resource and Information Technology was the physical environment (  = 4.09). The most influencing factor was that the Office of Academic Resources and Information Technology is clean and safe from pathogens (  = 4.18), followed by products ( = 4.01), with the most influencing factor being the electronic database. It was adequate and modern ( = 4.13) and the least was the aspect of service promotion ( = 3.87), with the most influencing factor being public relations about the Office of Academic Resources and Information Technology (  = 3.99). When separated by each Rajabhat University, it was found that Kamphaeng Phet Rajabhat University and Nakhon Sawan Rajabhat University had the lowest average on the factor of service promotion ( = 4.20) and (  = 3.46) respectively. Pibulsongkram Rajabhat University had the lowest average on the factor of price and expenses for using the service (  = 3.93) and Phetchabun Rajabhat University had the lowest average on the factor of service process ( = 3.46).