FACTORS AFFECTING DECISION TO USE CONSTRUCTION SERVICES OF THE PEOPLE IN BANGKOK UNDER THE OUTBREAK OF CORONAVIRUS 2019

Abstract

The purpose of this research was to: (1) Study personal factors of construction service consumers in Bangkok; (2) Study the degree of importance of the marketing mix factor for consumers when deciding to use construction services  in Bangkok in the context of Coronavirus 2019; (3) Study the level of importance of prevention measures against Coronavirus 2019 on decisions to use construction services in the Bangkok; and (4) Examine the effect of personal factors, marketing mix factors, and Coronavirus 2019 pandemic prevention measures on decisions to use construction services in the Bangkok area in the context of Coronavirus 2019. The study sample group included 400 consumers of construction services provided by medium and small-sized construction companies in Bangkok. Data was collected via questionnaires. Data analysis was performed via a computer program for statistical analysis using the multiple regression analysis statistics. The findings indicate that the marketing mix factor and Coronavirus 2019 outbreak prevention measures had the highest influence on decisions to use construction services in the Bangkok area in the context of Coronavirus 2019. The results of the hypothesis test reveal that the factors that affect people’s decisions regarding using construction services included sale promotions, onsite measures, average income, and age with regression coefficients (Beta) of 0.329, 0.164, 0.149, and 0.122, respectively. Combined, the aforementioned variables explain consumer decisions to use construction services in the Bangkok area in the context of the Coronavirus 2019 pandemic by up to 23.8 percent (R²=0.238).