การศึกษาปัจจัยเชิงสาเหตุที่ส่งผลต่อความตั้งใจใช้บริการ ที่อยู่อาศัยตามความสมัครใจหลังวัยเกษียณ
Year: 2025
Type: peer-review
Abstract: The purpose of this research article (1) examine the intention to use voluntary post-retirement housing services, (2) investigate the effects of service marketing strategies and service-related attitudes on the intention to use post-retirement housing services, and (3) develop a structural equation model (SEM) to explain the causal factors influencing the intention to use such services. A quantitative research design was employed, guided by service marketing strategy theory, attitudes, and service intention as the conceptual framework. The study population comprised Thai adults aged 21–60 years, with a sample of 200 participants selected through simple random sampling. Data were collected using a questionnaire, which was validated for content by three experts and tested for reliability. The data were then analyzed using partial least squares structural equation modeling (PLS-SEM) implemented with SmartPLS 4. The results revealed that: (1) the intention to use post-retirement housing services was at a moderate to high level, with the model explaining 71.3% of the variance; (2) service marketing strategies had a significant direct effect on attitudes (β = 0.551, p = 0.005), and attitudes had a significant direct effect on service intention (β = 0.837, p = 0.001), whereas service marketing strategies did not have a significant direct effect on service intention (β = 0.013, p = 0.957); and (3) the model showed good empirical fit, with attitudes fully mediating the relationship between service marketing strategies and service intention (complete mediation), with an indirect effect of 0.461 (p = 0.015). These findings suggest that operators of post-retirement housing should focus on fostering positive attitudes among potential users by implementing effective service marketing strategies, as attitudes serve as a crucial mechanism influencing the intention to utilize post-retirement housing services.
Author: Yonwikai, Wilasinee
Institution: Dusit Thani College
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220130746