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Gu Jiahui. Factors Affecting Purchasing Behavior of Taxi Service's Customers in Shanghai, China. Master's Degree(Marketing in Digital Era). . : Dhurakij Pundit University, 2020.
Factors Affecting Purchasing Behavior of Taxi Service's Customers in Shanghai, China
Name: Gu Jiahui
ThaSH:
Consumer behavior
-- Research
Abstract:
Shanghai is China's largest economic center city and an internationally famous port city, attracting a large number of tourists and businessmen every year. As a symbol of the city's image, taxis play an important role in Shanghai. Therefore, researchers are interested in exploring the factors that affect the purchasing behavior of taxi customers in Shanghai. This study used a questionnaire to collect data from120 taxi services customers in 3 major areas of Shanghai. Data were analyzed by using descriptive statistics and hypotheses were tested by using t-test, Analysis of Variance (ANOVA) and multiple regression analysis.
This study found that majority of respondents are female, single, aged between 21-35 years old, high school education, working with average monthly income of 4001-6000RMB. Results of hypothesis testing showed that Shanghai taxi services customers who have different demographic profile (such as gender, age, status, education level, occupation, monthly income) have different purchase behavior (service usage time, usage frequency of the taxi service per month, spending amount of taxi service per month，the reason for choosing the taxi service and payment method). Researchers also found that service marketing mix strategy (7P's) and safety concerns also affect the purchasing behavior of Shanghai taxi customers. The findings are significant at 0.05.
This research provides insight information about passenger behavior for taxi service industry and possible suggestions for improving taxi services in Shanghai. It also helps to extend literature in relevant areas and direction for future research in the same study context.
Address:
BANGKOK
Email:
library@dpu.ac.th
Name: Leela Tiangsoongnern
Role:
Supervisor
Modified:
2022-03-18
Created:
2020
Issued:
2565-03-17
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration (MBA)
Level: Master's Degree
Descipline: Marketing in Digital Era
Grantor: Dhurakij Pundit University
©copyrights Dhurakij Pundit University
RightsAccess:
ใช้เวลา
0.236207 วินาที
Gu Jiahui
| Title | Contributor | Type |
|---|---|---|
| Factors Affecting Purchasing Behavior of Taxi Service\'s Customers in Shanghai, China
มหาวิทยาลัยธุรกิจบัณฑิตย์ Gu Jiahui | Leela Tiangsoongnern | วิทยานิพนธ์/Thesis |
| Factors Affecting Purchasing Behavior of Taxi Service\' s Customers in Shanghai, China
มหาวิทยาลัยธุรกิจบัณฑิตย์ Gu Jiahui | Leela Tiangsoongnern | วิทยานิพนธ์/Thesis |
Leela Tiangsoongnern
| Title | Creator | Type and Date Create |
|---|---|---|
| Factors Affecting Purchasing Behavior of Taxi Service\'s Customers in Shanghai, China
มหาวิทยาลัยธุรกิจบัณฑิตย์ Leela Tiangsoongnern | Gu Jiahui | วิทยานิพนธ์/Thesis |
| Factors Affecting Online Purchase Intention of Thai Generation Z Towards E-Commerce Platform
มหาวิทยาลัยธุรกิจบัณฑิตย์ Leela Tiangsoongnern | Ruksapong Charastrakool | วิทยานิพนธ์/Thesis |
| Factors Affecting Job Satisfaction and Perception of Work Difficulties of Chinese Teaching
มหาวิทยาลัยธุรกิจบัณฑิตย์ Leela Tiangsoongnern | Xu Fujia | วิทยานิพนธ์/Thesis |