FACTORS OF COMMERCIAL AREA DEVELOPMENT AFFECTING THE DECISION-MAKING PROCESS TO USE THE MRT NAKKHARA PHIPHAT LINE (YELLOW LINE: LADPRAO - SAMRONG SECTION)

Abstract

The objectives of this research are: (1) to study the demographic characteristics of passengers of the MRT Nakkhara Phiphat Line that affect the decision-making process in choosing to use the transit service. (2) To study various factors based on the principles of transit station development to determine which factors affect the decision to use the MRT Nakkhara Phiphat Line of the service users. The sample consisted of 400 passengers who use the MRT Yellow Line. The research instrument was a questionnaire. Data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The findings of the research are as follows (1) General Information: Most respondents were male, aged between 31-40 years, self-employed, with an average monthly income of 10,000 - 20,000 Baht. The peak service period was between 06:00 AM – 09:00 AM. (2) Factors Influencing Decision-Making: Four aspects of commercial area development (Transit-Oriented Development - TOD) significantly influenced the decision-making process at a 0.05 level of statistical significance: (1) Land use that supports travel, (2) Density around stations, (3) Pedestrian-friendly design, and (4) Area usage consistent with community lifestyle. (3) Non-Influencing Factors: Parking management, bus services, and traffic management did not significantly influence the decision-making process of the sample group. (4) Post-Service Behavior: Respondents overall satisfaction was at the highest level. They intended to reuse the service and were likely to recommend the MRT Yellow Line to others.