FACTORS INFLUENCING THE INTENTION TO USE NICHE CAFÉ SERVICES AMONG CONSUMERS IN PHU KHIAO DISTRICT, CHAIYAPHUM PROVINCE, BY USING THEORY OF PLANNED BEHAVIOR

Abstract

The purposes of this study were to: 1) investigate the level of attitude toward using Niche Café services, 2) examine the level of subjective norms, 3) assess the level of perceived behavioral control, and 4) analyze the influence of attitude, subjective norms, and perceived behavioral control on the intention to use Niche Café services among consumers in Phu Khiao District, Chaiyaphum Province, applying the Theory of Planned Behavior (TPB) as the conceptual framework. Questionnaires were used to collect data from 120 samples who had experience using Niche Café services in the area. Descriptive statistics and Multiple Regression Analysis were employed to analyze the data and test the hypotheses. The results revealed that attitude, subjective norms, perceived behavioral control, and intention to use were overall at the “agree” level. The Multiple Regression Analysis indicated that subjective norms and perceived behavioral control had a significantly positive influence on the intention to use at the 0.05 level, whereas attitude did not exhibit a statistically significant influence. The three independent variables collectively explained 71.20 percent of the variance in the intention to use Niche Café services.

Keywords: Niche Café, Theory of Planned Behavior, Intention to Use, Phu Khiao District