Theory of Planned Behavior Effects Intentions to Rent a Private Dormitory of Students from Nakhon Si Thammarat Rajabhat University
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Abstract
The purpose of this research is to study intentions in renting private dormitories from students at Nakhon Si Thammarat Rajabhat University. It consists of attitudinal factors, in terms of conformity to reference groups, and in terms of perceived behavioral control ability to provide guidelines for developing services and facilities in private dormitories that are appropriate and meet the needs of Nakhon Si Thammarat Rajabhat University students. The sample group consisted of 400 students from Nakhon Si Thammarat Rajabhat University by purposive sampling. The LISREL program was used to analyze structural equations. Data analysis for this research is divided into 2 parts: measurement model analysis and structural equation model analysis.
The results of the study found that the factor that has the most influence on students' intention to rent private dormitories is attitude. It is at 0.54. The reference group conformity correlation was 0.26. and the ability to control behavior had a correlation value of 0.16, respectively. The Chi-square/df value = 2.51, RMSEA = 0.088, CFI = 0.98 and p = 0.00 at the 0.01 statistical significance level. From this research, it is possible to propose guidelines for developing services and facilities of private dormitories to meet the needs of students as follows: 1) Develop the quality of cleanliness, safety, and basic services such as internet systems, CCTV cameras, and 24-hour security systems. 2) Utilize online channels to promote the dormitory's highlights with reviews from real guests to build confidence. 3) Improve the reservation system to be more convenient, fast, and have complete information, such as room pictures, maps, and transparent prices. 4. Add activities or benefits for those who refer friends, such as a discount system. 4) Add activities or benefits for referrals, such as a discount system.
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