FACTORS INFLUENCING CONSUMERS’ INTENTION TO USE AUTOMATED REFILL STATIONS IN KHON KAEN PROVINCE BY APPLYING THE EXTENDED THEORY OF PLANNED BEHAVIOR

Abstract

This study aimed to investigate the factors influencing consumers’ intention to use automated refill stations in Khon Kaen Province by applying the extended Theory of Planned Behavior together with perceived value and environmental concern. The sample consisted of 422 consumers in Khon Kaen Province. Data were collected using a questionnaire and analyzed using descriptive statistics and multiple regression analysis. The results revealed that: 1) consumers reported the highest level of agreement toward environmental concern, followed by perceived behavioral control, perceived value, subjective norm, and attitude toward the behavior, respectively; 2) perceived value, subjective norm, and environmental concern had a positive influence on consumers’ intention to use automated refill stations in Khon Kaen Province at the .05 level of statistical significance, with perceived value being the most influential factor; and 3) attitude toward the behavior and perceived behavioral control had no statistically significant influence on consumers’ intention to use automated refill stations in Khon Kaen Province. Furthermore, all independent variables jointly explained 46.60% of the variance in intention to use automated refill stations.

Keywords: Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Perceived Value, Environmental Concern, Intention, Automated Refill Stations