MEDIA EXPOSURE, PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, USAGE BEHAVIOR, AND SATISFACTION WITH OIL BUSINESS GROUP APPLICATIONS

Abstract

This research aims to study: 1) The levels of media exposure, perceived usefulness, perceived ease of use, usage behavior, and satisfaction with oil business applications; and 2) The relationships among these factors. Employing a quantitative approach, data were collected from 400 users of oil business applications, namely xplORe, Bangchak Mobile, Max Me, Shell GO+, and CALTEXGO, using questionnaires. The data were analyzed using descriptive statistics and inferential statistics. The results revealed that the respondents had a high level of exposure to public relations media (mean=3.64), a high level of perceived usefulness (mean=4.14), and the highest level of perceived ease of use (mean=4.24). Usage behavior was also high (mean=4.08), and satisfaction was high (mean=4.02). Furthermore, media exposure, perceived usefulness, and perceived ease of use showed a statistically significant positive correlation with application usage behavior at the 0.05 level. Concurrently, application usage behavior also had a statistically significant positive correlation with satisfaction at the same level. The study's findings indicate that oil business applications effectively meet user needs in terms of media exposure, perceived usefulness, perceived ease of use, usage behavior, and satisfaction. This reflects their ability to cater to the target audience and suggests increasing popularity if continuously developed and promoted.