สารนิพนธ์พ.ศ. 2021

Sharing economy : A Study on the factors influencing consumption decision to use farm sharing in Guizhou of China

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ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Rapassa Roung-onnam, Somyos Avakiat
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Abstract (English)

With the rapid development of mobile Internet technology, the operator would be no longer a single operator but could participate in the sharing economy as a resource supplier. Shared farms were based on an economic organization that was fully covering the interests of farmers as the primary carrier, with mixed-ownership enterprises composed of various capitals as the leading construction and operation body, supported by information technologies such as mobile Internet and Internet of Things, and sharing farms and homestays as the main features—integrating circular agriculture, creative agriculture, agricultural experience, and service functions, allowing farmers to participate in fully and benefit from the comprehensive operation and development model of rural revitalization, which more and more consumers favor. This study focused on examining factors that influence consumers to choose a shared farm, provide a strategic reference for the commercial practice, and suggest better service for Guizhou consumers' needs. Nineteen hypotheses were set to examine the network of relationships between the significant influence of consumption enjoyment, perceived usefulness, quality trust to consumption decision, and the interrelationships between pull factors and push factors to consumption enjoyment, perceived usefulness, and quality trust. Based on the survey of 549 collected questionnaires of Guizhou residents through the WeChat platform, the results showed all the hypotheses were positively proved to have significant influence as Guizhou residents would accept the shared farm operation through the improved benefits.