Factors Affecting Mobile Application Usage of Thai Tourists in Rattanakosin Island

Abstract

          The objective of this study was to (1) study the level of mobile application use among Thai tourists in Rattanakosin Island  (2) Compare the use of mobile applications of Thai tourists in Rattanakosin Island, classified by personal factor, and (3) analyze the factors affecting the use of mobile applications of Thai tourists in Rattanakosin Island. This independent study was a survey research. The population was Thai tourists in Rattanakosin Island who used digital portable communication devices, and collected data by convenience sampling. Used questionnaire as a tool to collect information. Data analysis used descriptive statistics including mean, percentage values, and standard deviations, and inferential statistics include T-tests, one-way ANOVA, and multiple regression analysis.

          The study found that (1) the use of mobile applications by Thai tourists in Rattanakosin Island was high (2) the usage of mobile applications by Thai tourists in Rattanakosin island of different gender had statistically significantly difference at the level of 0.01, and (3) the technological and behavioral factors affecting the use of mobile applications, including risk perception, perceived ability to control, perceived benefits, influences from reference groups, and attitudes.