A STUDY ON CONSUMER BEHAVIOR AND FACTORS INFLUENCING THE GROWTH TRENDS OF ONLINE CAMERA RENTAL BUSINESS IN WANG CHADO VILLAGE,WANG PHATTHANA SUBDISTRICT, BANG SAI DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This research aimed to study consumer behavior and the factors influencing the growth trends of the online camera rental business in Wang Chado Village, Wang Phatthana Subdistrict, Bang Sai District, Phra Nakhon Si Ayutthaya Province. The objectives of the study were: (1) to examine the personal factors of online camera rental service users in the area; (2) to study the behavior of customers using online camera rental services; and (3) to explore the growth of the online camera rental business in the specified area.The sample consisted of 165 respondents who had previously used online camera rental services. Data were collected through questionnaires and analyzed using descriptive statistics such as percentage, mean, and standard deviation, as well as statistical hypothesis testing.

The results revealed that 1) most respondents were female, aged between 20–29 years, employed in private companies, and earned an average monthly income exceeding 30,000 baht. 2) The majority had recently used online camera rental services mainly for travel purposes, with social media being the most popular rental channel. And 3) The analysis showed that the overall factors affecting the growth of the online camera rental business were at the highest level, particularly regarding service quality, personal factors and service usage behavior were found to have no statistically significant relationship with the business growth trend.