ปัจจัยการรับรู้คุณค่า (Perceived Value) ที่มีอิทธิพลต่อความพึงพอใจในการใช้บริการแอปพลิเคชัน YelloTalk ของประชากร Generation Z
คำสำคัญ:
การรับรู้คุณค่า, แอปพลิเคชัน YelloTalk, ความพึงพอใจบทคัดย่อ
แอปพลิเคชัน YelloTalk เป็นที่นิยมมากในกลุ่มประชากร Generation Z อีกทั้งความก้าวหน้าอย่างรวดเร็วของเทคโนโลยีในปัจจุบันทำให้เป็นโอกาสของการเติบโตของแอปพลิเคชัน งานวิจัยครั้งนี้มีวัตถุประสงค์เพื่อทำการศึกษาถึงปัจจัยการรับรู้คุณค่า (Perceived Value) ที่มีอิทธิพลต่อความพึงพอใจในการใช้บริการแอปพลิเคชัน YelloTalk ของประชากร Generation Z โดยได้ทำเก็บข้อมูลด้วยการใช้แบบสอบถามรูปแบบ On-line โดยมีกลุ่มตัวอย่างทั้งหมดจำนวน 350 ชุด วิเคราะห์ข้อมูลอีกทั้งทดสอบสมมติฐานผ่านการใช้สถิติการวิเคราะห์ถดถอยเชิงพหุคูณ (Multiple Regression Analysis) ผลของการวิจัย พบว่า ปัจจัยการแสดงออกถึงภาพลักษณ์ของตนเองทางสังคม (Social self-image Expression)
การสนับสนุนความสัมพันธ์ทางสังคม (Social Relationship Support) ความเพลิดเพลิน (Perceived Enjoyment) การรับรู้ต้นทุนบริการ (Perceived cost of service) ประสิทธิภาพของแอปพลิเคชัน (Application Competency) และคุณภาพการใช้งาน (Functional Quality) มีอิทธิพลต่อความพึงพอใจในการใช้บริการแอปพลิเคชัน YelloTalk แต่ตัวแปรสุนทรียศาสตร์ (Aesthetics) ไม่มีอิทธิพลต่อความพึงพอใจในการใช้แอปพลิเคชัน YelloTalk งานวิจัยครั้งนี้เป็นประโยชน์ต่ออุตสาหกรรมแอปพลิเคชันเพื่อนำไปประยุกต์ หรือวางแผนกลยุทธ์ หรือพัฒนาประสิทธิภาพของธุรกิจให้สามารถให้บริการได้อย่างตรงตามความต้องการและเพื่อสร้างความพึงพอใจให้กับผู้บริโภคได้
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