Consumersû Attitude, Intention and Buying Behavior toward Organic Foods

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*Lecturer, Department of Management, Faculty of Business Administration, Kasetsart University.

Consumersû Attitude, Intention and Buying Behavior toward Organic Foods

Abstract

This research aims to study and to understand Thai consumersû perspective including attitude, intention and buying behavior toward organic foods. The study applied online questionnaires to collect data from 437 respondents in Thailand.

For data analysis, the research used descriptive statistics and factor analysis.

In addition, hypothesis testing used a linear regression analysis. The results found that 1) Consumersû attitude toward organic foods could represent with 3 factors including safety and health factor, environment and animal welfare factor, and local origin factor 2) Environment and animal welfare factor impacts on the intention to buy organic foods the most following by safety and health factor and local origin factor 3) Intention to buy organic foods has positively impact on buying behavior of organic foods. For testing individual factors by t-test and one-way ANOVA, it expressed that knowing of organic foods impacts on intention to buy and buying behavior toward organic foods. While willingness to pay for organic foods of respondents is 27% more, comparing to conventional foods. The results of this research could be applied to plan and to promote consumption of organic foods domestically by encourage people to have knowledge about attitude towards organic foods by encourage with 3 factors throughout public relations from related institutions.

This is to increase the intention and behavior of buying organic foods. Furthermore, pricing, expanding of distribution channels, and providing organic foods that meet the market will support higher demand of organic foods and also pressures to farmers, producers and distributors in order to expand organic farming area and increase distribution channels under principle and guidance of country development sustainably.

Pittawat Ueasangkomsate

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Keywords: Organic Foods, Attitude, Intention, Behavior, Sustainability

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§«“¡¢Õ߇°…μ√Õ‘π∑√’¬å«à“‡ªìπ°“√º≈‘μ∑’ˉ¡à„™âªÿܬ‡§¡’·≈– “√‡§¡’„π°“√ªÑÕß°—π°”®—¥»—μ√Ÿæ◊™

·≈–‡ªìπ√–∫∫°“√º≈‘μ∑’˪ؑ∫—μ‘μ“¡‡ß◊ËÕπ‰¢μ“¡¡“μ√∞“π∑’Ë°”Àπ¥ (™π‘μ“ æ—π∏ÿå¡≥’ ·≈–√¿—  √≥å

§ß∏π®“√ÿÕπ—π∑å, 2555)

°“√∫√‘‚¿§Õ“À“√‡°…μ√Õ‘π∑√’¬å°—∫§«“¡¬—Ë߬◊π

·π«‚πâ¡°“√‡μ‘∫‚μ¢Õß°“√∫√‘‚¿§Õ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡√«¡∂÷ßÕ“À“√‡°…μ√

Õ‘π∑√’¬å‡°‘¥¢÷Èπ∑—Ë«‚≈° (Mohamad, Rusdi, and Hashim, 2014) ‡π◊ËÕß®“°ºŸâ∫√‘‚¿§‰¥â√—∫¢âÕ¡Ÿ≈

¢à“« “√·≈–§«“¡√Ÿâ¡“°¢÷Èπ‡°’Ë¬«°—∫ “√°”®—¥»—μ√Ÿæ◊™·≈–«—™æ◊™ ¬“¶à“·¡≈ß ´÷Ëß∂Ÿ°„™â„π°√–∫«π°“√

º≈‘μÕ“À“√ (Teng et al., 2011) πÕ°®“°π’ȺŸâ∫√‘‚¿§¡’§«“¡„ à„®„πº≈‘μ¿—≥±åÕ“À“√∑’Ë àߺ≈¥’μàÕ  ÿ¢¿“æ ¡’§«“¡ª≈Õ¥¿—¬ ·≈–À≈’°‡≈’ˬßÕ“À“√∑’Ë¡’ “√‡§¡’ (Shawn, 2004) ‡™àπ ºŸâ∫√‘‚¿§„π ª√–‡∑» À√—∞Õ‡¡√‘°“À¬ÿ¥°“√´◊ÈÕπÈ”º≈‰¡â∑’Ë¡’°“√μ√«®æ∫ “√°”®—¥»—μ√Ÿæ◊™„π√–¥—∫ Ÿß ´÷Ëß·π«‚πâ¡

°“√∫√‘‚¿§Õ“À“√„π≈—°…≥–·∫∫π’È¡’·π«‚πâ¡°“√‡μ‘∫‚μÕ¬à“ßμàÕ‡π◊ËÕß Õ’°∑—È߬—߇ªìπ°“√ π—∫ πÿπ„Àâ

°‘®°“√ ºŸâª√–°Õ∫°“√·≈–ºŸâº≈‘μ√«¡∂÷߇°…μ√°√„À⧫“¡ ”§—≠°—∫ª√–‡¥Áπ¥â“𧫓¡ª≈Õ¥¿—¬¢Õß Õ“À“√ ”À√—∫ºŸâ∫√‘‚¿§¡“°¢÷Èπ (Khan, Chamhuri, and Farah, 2015)

∑—Èßπ’ȺŸâ∫√‘‚¿§ “¡“√∂∑’Ë®– √â“ߧÿ≥ª√–‚¬™πå„π°“√æ—≤𓧫“¡¬—Ë߬◊πºà“πæƒμ‘°√√¡·≈–

«‘∏’°“√∫√‘‚¿§∑’˧”π÷ß∂÷ß·π«§‘¥¥â“𧫓¡¬—Ë߬◊π ‚¥¬Àπ૬ߓπ∑’ˇ°’ˬ«¢âÕߧ«√¡’°“√ à߇ √‘¡„À⺟â∫√‘‚¿§

À—π¡“√—∫ª√–∑“πÕ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡ºà“π°‘®°√√¡∑“ß —ߧ¡ √«¡∂÷ß°“√ÕÕ°π‚¬∫“¬

 π—∫ πÿπ®“°¿“§√—∞·≈–°“√¬°√–¥—∫§ÿ≥¿“æ™’«‘μ¢ÕߺŸâ∫√‘‚¿§ ‡™àπ „πª√–‡∑»‡¬Õ√¡π’¡’°“√

 π—∫ πÿπ„Àâª√–™“™π„πª√–‡∑»¡’°“√∫√‘‚¿§Õ“À“√‡°…μ√Õ‘π∑√’¬å ‡ªìπμâπ (Brand, 2006;

Briceno and Stagl, 2006; Tanner, 2006)

μ≈“¥‡°…μ√Õ‘π∑√’¬å

μ≈“¥‡°…μ√Õ‘π∑√’¬å‡°‘¥¢÷Èπ„π™à«ß¬ÿ§ªï 90 ´÷Ë߇¥‘¡‡ªìπμ≈“¥‡©æ“–°≈ÿà¡·μàªí®®ÿ∫—πμ≈“¥

‡°…μ√Õ‘π∑√’¬å°”≈—߇§≈◊ËÕπ¬â“¬‰ª Ÿàμ≈“¥¢π“¥„À≠à„πÕÿμ “À°√√¡°“√‡°…μ√  ”À√—∫º≈‘μ¿—≥±å

‡°…μ√Õ‘π∑√’¬å„πμ≈“¥∑—Ë«‚≈°„πªï æ.». 2551 ¡’¡Ÿ≈§à“ª√–¡“≥ 5 À¡◊Ëπ≈â“π‡À√’¬≠ À√—∞

®“°‡¥‘¡„πªï æ.». 2543 ∑’Ë¡’¡Ÿ≈§à“ª√–¡“≥ 1.8 À¡◊Ëπ≈â“π‡À√’¬≠ À√—∞ ‚¥¬æ◊Èπ∑’Ë ”À√—∫°“√∑”

‡°…μ√Õ‘π∑√’¬å∑’Ë„À≠à∑’Ë ÿ¥®–Õ¬Ÿà„πª√–‡∑»ÕÕ ‡μ√‡≈’¬ (73.8 ≈â“π‰√à) μ“¡¥â«¬Õ“√凮πμ‘πà“ (19.4

≈â“π‰√à) ®’π (14.4 ≈â“π‰√à) ·≈– À√—∞Õ‡¡√‘°“ (10 ≈â“π‰√à) μ“¡≈”¥—∫ ¢≥–∑’Ë®”π«πºŸâº≈‘μ‡°…μ√

Õ‘π∑√’¬å∑—Ë«‚≈°„πªï æ.». 2552 ¡’®”π«π∑—Èß ‘Èπª√–¡“≥ 1.9 ≈â“π√“¬ ‚¥¬√âÕ¬≈– 40 Õ¬Ÿà„π∑«’ª

‡Õ‡™’¬ μ“¡¥â«¬∑«’ª·Õø√‘°“·≈–„πæ◊Èπ∑’Ë≈“μ‘πÕ‡¡√‘°“∑’Ë√âÕ¬≈– 28 ·≈– √âÕ¬≈– 16 μ“¡≈”¥—∫

¢≥–∑’˧«“¡μâÕß°“√º≈‘μ¿—≥±å‡°…μ√Õ‘π∑√’¬å à«π„À≠à¡“®“°∑«’ª¬ÿ‚√ª·≈–∑«’ªÕ‡¡√‘°“‡Àπ◊Õ (Hamzaoui-Essoussi and Zahaf, 2011)

¢≥–∑’Ëμ≈“¥‡°…μ√Õ‘π∑√’¬å„πª√–‡∑»‰∑¬¬—ßÕ¬Ÿà„π™à«ß¢Õß°“√‡√‘Ë¡μâπ ‚¥¬∂â“æ‘®“√≥“æ◊Èπ∑’Ë

∑“ß°“√‡°…μ√Õ‘π∑√’¬å„πªï æ.». 2556 ª√–‡∑»‰∑¬¡’æ◊Èπ∑’Ë°“√‡°…μ√Õ‘π∑√’¬åª√–¡“≥ 0.21 ≈â“π‰√à

(«‘±Ÿ√¬å ªí≠≠“°ÿ≈, 2558) ¡’ª√‘¡“≥º≈º≈‘μ‡°…μ√Õ‘π∑√’¬åª√–¡“≥ 71,847 μ—π ·≈–¡’¡Ÿ≈§à“

º≈º≈‘μ®“°º≈‘μº≈∑“ß°“√‡°…μ√Õ‘π∑√’¬å ‡™àπ ¢â“« æ◊™‰√à ‰¡âº≈ ™“·≈–°“·ø ·≈–Õ◊ËπÊ ª√–¡“≥

1,915 ≈â“π∫“∑ (°√’π‡π∑, 2558)

 ”À√—∫º≈‘μ¿—≥±å∑’ˉ¥â°“√√—∫√Õß¡“μ√∞“π‡°…μ√Õ‘π∑√’¬å®“°°√¡«‘™“°“√‡°…μ√ ®–‰¥â√—∫

 —≠≈—°…≥åº≈‘μ¿—≥±åÕ‘π∑√’¬å çOrganic Thailandé  à«πÀπ૬ߓπ√—∫√Õ߇°…μ√Õ‘π∑√’¬å„π√–¥—∫

 “°≈ ‡™àπ  Àæ—π∏凰…μ√Õ‘π∑√’¬åπ“π“™“μ‘ (International Federation of Organic Agriculture Movements, IFOAM) ‰¥â¡Õ∫À¡“¬„Àâ ”π—°ß“π¡“μ√∞“π‡°…μ√Õ‘π∑√’¬å (¡°∑.) ´÷Ë߇ªìπÕߧå°√

Õ‘ √–„πª√–‡∑»‰∑¬„Àâ∑”Àπâ“∑’Ë„Àâ∫√‘°“√√—∫√Õß√–∫∫ß“π‡°…μ√Õ‘π∑√’¬å IFOAM πÕ°®“°π’È ¡°∑.

¬—߉¥â√—∫°“√√—∫√Õß„Àâ∑”Àπâ“∑’Ë∫√‘°“√√–∫∫ß“π‡°…μ√Õ‘π∑√’¬åÕ◊ËπÊ ‡™àπ √–∫∫Õ‘π∑√’¬å·§π“¥“ ®“°

Õߧ尓√μ√«® Õ∫Õ“À“√¢Õß·§π“¥“ (CFIA) ‡ªìπμâπ (Sangkumchaliang and Huang, 2012)

‚¥¬®”π«πø“√塇°…μ√Õ‘π∑√’¬å∑’ˉ¥â√—∫°“√√—∫√Õß¡“μ√∞“π„πªï æ.». 2556 „πª√–‡∑»‰∑¬¡’®”π«π 9,281 ø“√å¡ ‚¥¬¿“§μ–«—πÕÕ°‡©’¬ß‡Àπ◊Õ¡’‡°…μ√°√·≈–æ◊Èπ∑’ˇ°…μ√Õ‘π∑√’¬å∑’ˉ¥â√—∫°“√√—∫√Õß

¡“μ√∞“π‡ªìπ —¥ à«π¡“°∑’Ë ÿ¥ μ“¡¥â«¬¿“§‡Àπ◊Õ·≈–¿“§°≈“ß («‘±Ÿ√¬å ªí≠≠“°ÿ≈, 2558)

∑—»π§μ‘ §«“¡μ—Èß„® æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

∑ƒ…Æ’æƒμ‘°√√¡μ“¡·ºπ„À⧫“¡ ”§—≠°—∫°“√‡™◊ËÕ¡‚¬ß√–À«à“ߧ«“¡‡™◊ËÕ·≈–æƒμ‘°√√¡

´÷Ëß “¡“√∂π”¡“ª√–¬ÿ°μå„™â„π°“√»÷°…“§«“¡ —¡æ—π∏å√–À«à“ß∑—»π§μ‘ §«“¡μ—Èß„®‡™‘ßæƒμ‘°√√¡

(Behavior Intention) ·≈–æƒμ‘°√√¡∑’ˇ°‘¥¢÷Èπ®√‘ß (Behavior) ‚¥¬§«“¡μ—Èß„®‡™‘ßæƒμ‘°√√¡‡ªìπ

¢—ÈπμÕπ°“√‡μ√’¬¡æ√âÕ¡°àÕπ∑’Ë®–¥”‡π‘π°“√°√–∑”®√‘ß´÷Ëߢ÷ÈπÕ¬Ÿà°—∫∑—»π§μ‘∑’Ë¡’μàÕæƒμ‘°√√¡

°“√§≈âÕ¬μ“¡°≈ÿà¡Õâ“ßÕ‘ß ·≈–°“√√—∫√Ÿâ°“√§«∫§ÿ¡æƒμ‘°√√¡ (Ajzen, 1991; Wee et al., 2014) μ“¡√Ÿª¿“æ ∑’Ë 1

√Ÿª¿“æ∑’Ë 1 ∑ƒ…Æ’æƒμ‘°√√¡μ“¡·ºπ

®“°ß“π«‘®—¬¥â“π∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§μàÕÕ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡·≈–Õ“À“√‡°…μ√

Õ‘π∑√’¬å∑’˺à“π¡“ “¡“√∂®”·π°ªí®®—¬¬àÕ¬μà“ßÊ ¢Õß∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§μàÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

‰¥â¥—ßμ“√“ß∑’Ë 1 ¢≥–∑’˧«“¡μ—Èß„®„π°“√´◊ÈÕ·≈–æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å ®“°ß“π«‘®—¬

∑’˺à“π¡“ “¡“√∂ √ÿª‰¥â¥—ßμ“√“ß∑’Ë 2 ·≈–μ“√“ß∑’Ë 3 μ“¡≈”¥—∫

μ“√“ß∑’Ë 1 ∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§μàÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

ªí®®—¬¥â“π∑—»π§μ‘ (17 ªí®®—¬¬àÕ¬) ·À≈àßÕâ“ßÕ‘ß - Õ“À“√‡°…μ√Õ‘π∑√’¬åª≈Õ¥¿—¬ ”À√—∫°“√∫√‘‚¿§

- Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¡à‰¥â¡’ à«πº ¡∑’Ë¡’°“√¥—¥·ª≈ß∑“ßæ—π∏ÿ°√√¡

- Õ“À“√‡°…μ√Õ‘π∑√’¬å “¡“√∂≈¥§«“¡‡ ’ˬßÕ“À“√‡ªìπæ‘…

- Õ“À“√‡°…μ√Õ‘π∑√’¬åª≈Õ¥ “√‡§¡’

- Õ“À“√‡°…μ√Õ‘π∑√’¬å¥’μàÕ ÿ¢¿“æ¢ÕߺŸâ∫√‘‚¿§ McCarthy, Liu, - Õ“À“√‡°…μ√Õ‘π∑√’¬å¡’§ÿ≥¿“æ·≈–¡’§ÿ≥§à“∑“ß‚¿™π“°“√ Ÿß ·≈– Chen, - Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¡à‰¥â„ à “√°—π∫Ÿ¥·≈– ’º ¡Õ“À“√ (2015);

- °√–∫«π°“√º≈‘μ °“√∫√√®ÿÀ’∫ÀàÕ ·≈–°“√¢π àß ”À√—∫Õ“À“√‡°…μ√ Wee et al.

Õ‘π∑√’¬å„™âæ≈—ßß“ππâÕ¬°«à“Õ“À“√ª°μ‘ (2014); Ham

- Õ“À“√‡°…μ√Õ‘π∑√’¬å¥’μàÕ ‘Ëß·«¥≈âÕ¡ ·≈– Jeger (2014);

- °“√∑”ø“√塇°…μ√Õ‘π∑√’¬å “¡“√∂ªÑÕß°—π°“√‡®◊Õªπ·≈–¡≈¿“«–¢Õߥ‘π Sangkumchaliang

Õ“°“» ·≈–·À≈àßÕ“À“√ ·≈– Huang

- Õ“À“√‡°…μ√Õ‘π∑√’¬å™à«¬ π—∫ πÿπ°“√¥Ÿ·≈ —μ«åÕ¬à“ß¡’¡πÿ…¬∏√√¡ (2012); Roitner- - Õ“À“√‡°…μ√Õ‘π∑√’¬å§”π÷ß∂÷ߧ«“¡‡ªìπÕ¬Ÿà∑’Ë¥’¢Õß —μ«å Schobesberger, - ©—π√Ÿâ ÷°°—ß«≈‡°’ˬ«°—∫Õ—πμ√“¬®“°¡≈æ‘…∑’Ë¡’μàÕ™’«‘μ¢Õß —μ«å Darnhofer, Somsook, - Õ“À“√‡°…μ√Õ‘π∑√’¬å™à«¬ π—∫ πÿπ‡°…μ√°√∑âÕß∂‘Ëπ ·≈– Vogl (2008) - Õ“À“√‡°…μ√Õ‘π∑√’¬å¡’§«“¡ ¥„À¡à

- Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¥â√—∫°“√√—∫√Õß®“°Àπ૬ߓπ∑’ˇ°’ˬ«¢âÕß

- °√–∫«π°“√º≈‘μ¢ÕßÕ“À“√‡°…μ√Õ‘π∑√’¬å‰¥â√—∫°“√§«∫§ÿ¡Õ¬à“߇¢â¡ß«¥

μ“√“ß∑’Ë 2 §«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

ªí®®—¬¥â“𧫓¡§«“¡μ—Èß„® (8 ªí®®—¬¬àÕ¬) ·À≈àßÕâ“ßÕ‘ß - ©—π¡’§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

- ©—π®–´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å‡æ◊ËÕ ÿ¢¿“æ¢Õß©—π

- ©—π¡’‡ªÑ“À¡“¬„π°“√∫√‘‚¿§Õ“À“√‡°…μ√Õ‘π∑√’¬å‡∑à“∑’Ë®–‡ªìπ‰ª‰¥â Zhu Li Geng ·≈– Qi - ©—πÕ¬“°®à“¬‡ß‘π¡“°¢÷Èπ ”À√—∫Õ“À“√‡°…μ√Õ‘π∑√’¬å‡æ◊ËÕ ÿ¢¿“æ∑’Ë¥’¢÷Èπ (2013); Wee ·≈–§≥–

- ©—πμ—Èß„®´◊ÈÕÕ“À“√Õ‘π∑√’¬å‡æ◊ËÕÀ≈’°‡≈’ˬߧ«“¡‡®Á∫ªÉ«¬ (2014); Ham ·≈–

- ©—πμ—Èß„®´◊ÈÕÕ“À“√Õ‘π∑√’¬å‡æ◊ËÕ≈¥ªí≠À“ ‘Ëß·«¥≈âÕ¡ Jeger (2014) - ©—πμ—Èß„®´◊ÈÕÕ“À“√Õ‘π∑√’¬å‡æ√“–¡’§«“¡°—ß«≈‡°’ˬ«°—∫ «— ¥‘¿“æ¢Õß —μ«å

- ©—πÕ¬“°´◊ÈÕÕ“À“√Õ‘π∑√’¬å„π∞“π–∑’ˇªìπºŸâ∫√‘‚¿§∑’Ë¡’§«“¡√—∫º‘¥™Õ∫

μ“√“ß∑’Ë 3 æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å

ªí®®—¬¥â“πæƒμ‘°√√¡ (4 ªí®®—¬¬àÕ¬) ·À≈àßÕâ“ßÕ‘ß - ©—π´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å‡ªìπª√–®”

- ©—π¡—°æ¬“¬“¡∑’Ë®–´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å∑’Ë¡’©≈“°À√◊Õμ√“ —≠≈—°…≥å Zhu et ·≈–§≥–

¢ÕßÕ“À“√Õ‘π∑√’¬å°”°—∫ (2013); Wee ·≈–§≥–

- ©—π´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å∑’Ë·¡â®–¡’√“§“ Ÿß°«à“Õ“À“√ª°μ‘ (2014) - ©—π·π–π”Õ“À“√‡°…μ√Õ‘π∑√’¬å∑’Ë©—π∫√‘‚¿§„Àâ°—∫‡æ◊ËÕπ·≈–≠“μ‘¢Õß©—π

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Ali Harun Jalil ·≈– Shaharudin (2010) æ∫«à“ªí®®—¬¥â“π ÿ¢¿“æ¢ÕߺŸâ∫√‘‚¿§„π ª√–‡∑»¡“‡≈‡´’¬¡’Õ‘∑∏‘æ≈¡“°∑’Ë ÿ¥μàÕ§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å  à«π Ham

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Zhu ·≈–§≥– (2013) »÷°…“§«“¡μ—Èß„®„π°“√∫√‘‚¿§Õ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡„π ª√–‡∑»®’π ´÷Ëßæ∫«à“§«“¡ –¥«°‡ªìπμ—« à߇ √‘¡„À⇰‘¥§«“¡ —¡æ—π∏å√–À«à“ߧ«“¡μ—Èß„®„π°“√´◊ÈÕ Õ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡°—∫æƒμ‘°√√¡„π°“√´◊ÈÕÕ“À“√∑’ˇªìπ¡‘μ√°—∫ ‘Ëß·«¥≈âÕ¡ Kong Harun Sulong ·≈– Lily (2014) »÷°…“ªí®®—¬∑’Ë¡’º≈μàÕ§«“¡μ—Èß„®„π°“√´◊ÈÕº≈‘μ¿—≥±å‡™‘ß ‘Ëß·«¥≈âÕ¡„π ª√–‡∑»¡“‡≈‡´’¬ ´÷Ëßæ∫«à“°≈ÿà¡μ—«Õ¬à“ß¡’°“√√—∫√Ÿâ∑’ˇªìπ¡‘μ√μàÕ ‘Ëß·«¥≈âÕ¡ ¡Ÿ≈§à“¢Õߺ≈‘μ¿—≥±å

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Yu Gao ·≈– Zeng (2014) ‡ªî¥‡º¬«à“ºŸâ∫√‘‚¿§„π®’π¡’§«“¡¬‘π¥’„π°“√®à“¬¡“°¢÷Èπ ª√–¡“≥√âÕ¬≈– 47 ·≈–√âÕ¬≈– 40  ”À√—∫º—°·≈–‡π◊ÈÕ∑’Ë¡’©≈“°‡¢’¬«‡∑’¬∫°—∫º—°·≈–‡π◊ÈÕª°μ‘μ“¡

≈”¥—∫  Õ¥§≈âÕß°—∫ Xu Zeng Fong Lone ·≈– Liu (2012) ´÷Ëßæ∫«à“ºŸâ∫√‘‚¿§™“«®’π¡’§«“¡

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 ∂“π–°“√√Ÿâ®—°‡°…μ√Õ‘π∑√’¬å

√Ÿâ®—° 62.6

‰¡à√Ÿâ®—°·≈–‰¡à·πà„® 34.7

‰¡à‰¥â√–∫ÿ 2.7

μ“√“ß∑’Ë 5 º≈≈—æ∏宓°°“√«‘‡§√“–ÀåÕߧåª√–°Õ∫¢Õß∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§∑’Ë¡’μàÕÕ“À“√‡°…μ√

Õ‘π∑√’¬å

Õߧåª√–°Õ∫ (Factor) ªí®®—¬¬àÕ¬¢Õß∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§∑’Ë¡’μàÕÕ“À“√

Õߧåª√–°Õ∫∑’Ë 1 Õߧåª√–°Õ∫∑’Ë 2 Õߧåª√–°Õ∫∑’Ë 3

‡°…μ√Õ‘π∑√’¬å

(F1) (F

2) (F₃)

Õ“À“√‡°…μ√Õ‘π∑√’¬åª≈Õ¥¿—¬ ”À√—∫°“√∫√‘‚¿§ .846 Õ“À“√‡°…μ√Õ‘π∑√’¬å¥’μàÕ ÿ¢¿“æ¢ÕߺŸâ∫√‘‚¿§ .772 Õ“À“√‡°…μ√Õ‘π∑√’¬å “¡“√∂≈¥§«“¡‡ ’ˬßÕ“À“√ .758

‡ªìπæ‘…

Õ“À“√‡°…μ√Õ‘π∑√’¬åª≈Õ¥ “√‡§¡’ .744

Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¡à‰¥â¡’ à«πº ¡∑’Ë¡’°“√¥—¥·ª≈ß .725

∑“ßæ—π∏ÿ°√√¡

Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¡à‰¥â„ à “√°—π∫Ÿ¥·≈– ’º ¡ .668 Õ“À“√

Õ“À“√‡°…μ√Õ‘π∑√’¬å¡’§ÿ≥¿“æ·≈–¡’§ÿ≥§à“∑“ß .633 .466

‚¿™π“°“√ Ÿß

Õ“À“√‡°…μ√Õ‘π∑√’¬å§”π÷ß∂÷ߧ«“¡‡ªìπÕ¬Ÿà∑’Ë¥’¢Õß —μ«å .794 Õ“À“√‡°…μ√Õ‘π∑√’¬å™à«¬ π—∫ πÿπ°“√¥Ÿ·≈ —μ«åÕ¬à“ß .776

¡’¡πÿ…¬∏√√¡

°“√∑”ø“√塇°…μ√Õ‘π∑√’¬å “¡“√∂ªÑÕß°—π°“√‡®◊Õªπ .697

·≈–¡≈¿“«–¢Õߥ‘π Õ“°“» ·≈–·À≈àßÕ“°“»

©—π√Ÿâ ÷°°—ß«≈‡°’ˬ«°—∫Õ—πμ√“¬®“°¡≈æ‘…∑’Ë¡’μàÕ™’«‘μ .685

¢Õß —μ«å

Õ“À“√‡°…μ√Õ‘π∑√’¬å¥’μàÕ ‘Ëß·«¥≈âÕ¡ .466 .658

Õ“À“√‡°…μ√Õ‘π∑√’¬å‰¥â√—∫°“√√—∫√Õß®“°Àπ૬ߓπ .834

∑’ˇ°’ˬ«¢âÕß

°√–∫«π°“√º≈‘μ¢ÕßÕ“À“√‡°…μ√Õ‘π∑√’¬å‰¥â√—∫°“√ .818

§«∫§ÿ¡Õ¬à“߇¢â¡ß«¥

Õ“À“√‡°…μ√Õ‘π∑√’¬å¡’§«“¡ ¥„À¡à .706

Õ“À“√‡°…μ√Õ‘π∑√’¬å™à«¬ π—∫ πÿπ‡°…μ√∑âÕß∂‘Ëπ .513

°√–∫«π°“√º≈‘μ ∫√√®ÿÀ’∫ÀàÕ ·≈–°“√¢π àßÕ“À“√ .462

‡°…μ√Õ‘π∑√’¬å„™âæ≈—ßß“ππâÕ¬°«à“Õ“À“√ª°μ‘

∑—Èßπ’Èπ”¢âÕ¡Ÿ≈ªí®®—¬¬àÕ¬¢Õß∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§μàÕÕ“À“√‡°…μ√Õ‘π∑√’¬å∑’Ë√«∫√«¡‰¥â

®“°·∫∫ Õ∫∂“¡¢Õß°≈ÿà¡μ—«Õ¬à“ß∑—ÈßÀ¡¥ 17 ªí®®—¬ ‰ª«‘‡§√“–ÀåÕߧåª√–°Õ∫¥â«¬«‘∏’°“√«‘‡§√“–Àå  à«πª√–°Õ∫ ”§—≠ (Principal Component Analysis) ·≈–„™â«‘∏’À¡ÿπ·°π·∫∫ Varimax æ∫«à“

§à“¥—™π’ Kaiser-Meyer-Olkin (KMO) ¢Õß°“√«‘‡§√“–Àå¡’§à“‡∑à“°—∫ 0.944 ·≈–°“√∑¥ Õ∫

Bartlettûs Test æ∫«à“¡’§à“ Chi-Square ‡∑à“°—∫ 5864.9 (p-value_<0.05) ´÷Ëß· ¥ß„Àâ‡ÀÁπ«à“¢âÕ¡Ÿ≈

¡’§«“¡‡À¡“– ¡„π°“√«‘‡§√“–ÀåÕߧåª√–°Õ∫ ‚¥¬º≈≈—æ∏宓°«‘‡§√“–ÀåÕߧåª√–°Õ∫¥—ßμ“√“ß∑’Ë 5 æ∫«à“§”∂“¡∑’Ë¡’§à“√–¥—∫§«“¡ ”§—≠„π°“√Õ∏‘∫“¬ (Factor Loading) ¡’§à“‰¡àμË”°«à“ 0.4 ∑—ÈßÀ¡¥ 17

¢âÕ  “¡“√∂®—¥°≈ÿà¡μ—«·ª√∑—ÈßÀ¡¥‰¥â‡ªìπ 3 Õߧåª√–°Õ∫ §◊Õ 1) ∑—»π§μ‘¥â“𧫓¡ª≈Õ¥¿—¬·≈–

 ÿ¢¿“æ 2) ∑—»π§μ‘¥â“π ‘Ëß·«¥≈âÕ¡·≈– «— ¥‘¿“æ¢Õß —μ«å ·≈– 3) ∑—»π§μ‘¥â“π·À≈àß°”‡π‘¥

∑âÕß∂‘Ëπ ‚¥¬ “¡“√∂Õ∏‘∫“¬¢âÕ¡Ÿ≈∑—ÈßÀ¡¥ (Total Variance Explained) ‰¥â‡∑à“°—∫√âÕ¬≈– 71.3

·≈–¡’§à“ —¡ª√– ‘∑∏‘ÏÕ—≈ø“¢Õߧ√Õπ∫—§ (Cronbachûs Alpha Coefficients) ‰¡àμË”°«à“ 0.7 μ“¡

¢âÕ‡ πÕ¢Õß Nunnally ·≈– Bernstein (1994) ¢≥–∑’Ë°≈ÿà¡ªí®®—¬¬àÕ¬¢Õߧ«“¡μ—Èß„®„π°“√´◊ÈÕ Õ“À“√‡°…μ√Õ‘π∑√’¬å·≈–°≈ÿà¡ªí®®—¬¬àÕ¬¢Õßæƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å ®“°°“√

«‘‡§√“–ÀåÕߧåª√–°Õ∫æ∫«à“¡’‡æ’¬ßÕ¬à“ß≈– 1 Õߧåª√–°Õ∫ ¥—ßμ“√“ß∑’Ë 6 μ“√“ß∑’Ë 6 º≈°“√«‘‡§√“–À姫“¡πà“‡™◊ËÕ∂◊Õ¢ÕßÕߧåª√–°Õ∫

μ—«·ª√ Õߧåª√–°Õ∫ Cronbachûs ®”π«π §à“‡©≈’ˬ KM Bartlettûs

Alpha ªí®®—¬¬àÕ¬ Test

F₁ ∑—»π§μ‘¥â“𧫓¡ª≈Õ¥¿—¬ .927 7 4.98

·≈– ÿ¢¿“æ

F₂ ∑—»π§μ‘¥â“π ‘Ëß·«¥≈âÕ¡ .908 5 4.83 .944 5864.9

·≈– «— ¥‘¿“æ¢Õß —μ«å (.000^*)

F₃ ∑—»π§μ‘¥â“π·À≈àß°”‡π‘¥ .877 5 4.78

∑âÕß∂‘Ëπ

I §«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√ .956 8 4.47 .921 3570.8

‡°…μ√Õ‘π∑√’¬å (.000^*)

B æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√ .917 4 3.93 .847 1270.1

‡°…μ√Õ‘π∑√’¬å (.000^*)

*p-value < .05

μ“√“ß∑’Ë 7 ∑—»π§μ‘ æƒμ‘°√√¡ ·≈–§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¢ÕߺŸâ∫√‘‚¿§

Õߧåª√–°Õ∫ §à“‡©≈’ˬ √–¥—∫ §à“‡∫’ˬ߇∫π¡“μ√∞“π

∑—»π§μ‘¥â“𧫓¡ª≈Õ¥¿—¬·≈– ÿ¢¿“æ (F₁) 4.98 ‡ÀÁπ¥â«¬ 1.13

∑—»π§μ‘¥â“π ‘Ëß·«¥≈âÕ¡·≈– «— ¥‘¿“æ¢Õß —μ«å (F₂) 4.83 ‡ÀÁπ¥â«¬ 1.20

∑—»π§μ‘¥â“π·À≈àß°”‡π‘¥∑âÕß∂‘Ëπ (F₃) 4.78 ‡ÀÁπ¥â«¬ 1.13

§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å (I) 4.47 μ—Èß„® 1.33 æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å (B) 3.93 ª“π°≈“ß 1.43 μ“√“ß∑’Ë 8 º≈°“√∑¥ Õ∫ ¡¡ÿμ‘∞“π∑’Ë 1 (H₁)

Unstandardized Standardized

μ—«·ª√ Coefficients Coefficientst

t p-value B Std. Error Beta

- §à“§ß∑’Ë -.041 .205 -.198 .843

- ∑—»π§μ‘¥â“𧫓¡ª≈Õ¥¿—¬·≈– ÿ¢¿“æ(F₁) .233 .062 .198 3.763 .000^* - ∑—»π§μ‘¥â“π ‘Ëß·«¥≈âÕ¡·≈– «— ¥‘¿“æ¢Õß .383 .064 .346 5.999 .000^*

 —μ«å (F₂)

- ∑—»π§μ‘¥â“π·À≈àß°”‡π‘¥∑âÕß∂‘Ëπ (F₃) .314 .066 .268 4.774 .000^* Adjusted R²= 0.554

*p-value _< .05

μ“√“ß∑’Ë 9 º≈°“√∑¥ Õ∫ ¡¡ÿμ‘∞“π∑’Ë 2 (H₂)

Unstandardized Standardized

μ—«·ª√ Coefficients Coefficientst t p-value

B Std. Error Beta

- §à“§ß∑’Ë .318 .164 1.945 .052

- §«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å (I) .803 .035 .744 22.887 .000^* Adjusted R²= 0.553

*p-value _< .05

μ“√“ß∑’Ë 7 · ¥ß§à“‡©≈’ˬ·≈–§à“‡∫’ˬ߇∫π¡“μ√∞“π¢Õß∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§μàÕÕ“À“√

‡°…μ√Õ‘π∑√’¬å·μà≈–Õߧåª√–°Õ∫´÷Ëß∑—ÈßÀ¡¥Õ¬Ÿà„π√–¥—∫∑’ˇÀÁπ¥â«¬  à«π§à“‡©≈’ˬ§«“¡μ—Èß„®„π°“√´◊ÈÕ Õ“À“√‡°…μ√Õ‘π∑√’¬åÕ¬Ÿà„π√–¥—∫∑’Ë¡’§«“¡μ—Èß„® ¢≥–∑’Ëæƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¢Õß

°≈ÿà¡μ—«Õ¬à“ß¡’§à“‡©≈’ˬլŸà„π√–¥—∫ª“π°≈“ß

 ”À√—∫°“√∑¥ Õ∫ ¡¡μ‘∞“π∑’Ë 1 (H₁) ¥â«¬°“√«‘‡§√“–À姫“¡∂¥∂Õ¬æÀÿ‡™‘߇ âπ¥—ßμ“√“ß∑’Ë 8 æ∫«à“∑—»π§μ‘¢ÕߺŸâ∫√‘‚¿§∑—Èß 3 Õߧåª√–°Õ∫ ¡’Õ‘∑∏‘æ≈‡™‘ß∫«°μàÕ§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√

‡°…μ√Õ‘π∑√’¬åÕ¬à“ß¡’π—¬ ”§—≠‡∑à“°—∫ 0.05 ∑—Èßπ’È∂â“æ‘®“√≥“ —¡ª√– ‘∑∏‘ϧ«“¡∂¥∂Õ¬¡“μ√∞“π (Standard Coefficient) ®–æ∫«à“∑—»π§μ‘¥â“π ‘Ëß·«¥≈âÕ¡·≈– «— ¥‘¿“æ¢Õß —μ«å®–¡’º≈μàÕ§«“¡

μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¡“°∑’Ë ÿ¥ μ“¡¥â«¬∑—»π§μ‘¥â“π·À≈àß°”‡π‘¥∑âÕß∂‘Ëπ ·≈–∑—»π§μ‘

¥â“𧫓¡ª≈Õ¥¿—¬·≈– ÿ¢¿“æ μ“¡≈”¥—∫ ‚¥¬Õߧåª√–°Õ∫∑—Èß 3 ¥â“π “¡“√∂Õ∏‘∫“¬§«“¡μ—Èß„®„π

°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å‰¥â∑’Ë√âÕ¬≈– 55.4

°“√«‘‡§√“–À姫“¡∂¥∂Õ¬Õ¬à“ßßà“¬∂Ÿ°π”¡“„™â„π°“√∑¥ Õ∫ ¡¡μ‘∞“π∑’Ë 2 (H₂) ‚¥¬

¢âÕ¡Ÿ≈®“°μ“√“ß∑’Ë 9 · ¥ß«à“§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¡’º≈‡™‘ß∫«°μàÕæƒμ‘°√√¡

°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬åÕ¬à“ß¡’π—¬ ”§—≠∑’Ë√–¥—∫‡∑à“°—∫ 0.05 ´÷Ëß “¡“√∂Õ∏‘∫“¬§«“¡ —¡æ—π∏å

‰¥â∑’Ë√âÕ¬≈– 55.3

μ“√“ß∑’Ë 10 ªí®®—¬ à«π∫ÿ§§≈∑’Ë¡’Õ‘∑∏‘æ≈μàÕ∑—»π§μ‘ §«“¡μ—Èß„® ·≈–æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√

‡°…μ√Õ‘π∑√’¬å

ªí®®—¬ à«π∫ÿ§§≈ F₁ F₂ F₃ I B

‡æ» .831 .632 .944 .161 .075^**

 ∂“π¿“æ .315 .273 .516 .066^** .062^**

 ∂“π–°“√¡’‡¥Á°‡≈Á° .876 .948 .104 .299 .480

∑’ËÕ¬Ÿà .153 .079 .889 .881 .530

Õ“¬ÿ .126 .378 .259 .113 .077^*

√–¥—∫°“√»÷°…“ .273 .406 .125 .819 .537

√“¬‰¥â .298 .069^** .063^** .091^** .009^*

Õ“™’æ .394 .415 .511 .499 .055^**

 ∂“π–°“√√Ÿâ®—° .000^* .138 .309 .018^* .000^*

*p-value_<.05, ^**p-value_<.10

 ”À√—∫°“√«‘‡§√“–Àåªí®®—¬ à«π∫ÿ§§≈∑’ˇ°’ˬ«°—∫∑—»π§μ‘ §«“¡μ—Èß„® ·≈–æƒμ‘°√√¡°“√

´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬åºà“π°“√∑¥ Õ∫¥â«¬ t-test ·≈– One-way ANOVA ¥—ßμ“√“ß∑’Ë 10 · ¥ß

«à“°≈ÿࡺŸâ∫√‘‚¿§∑’Ë√Ÿâ®—°‡°…μ√Õ‘π∑√’¬å®–¡’Õ‘∑∏‘æ≈μàÕæƒμ‘°√√¡°“√´◊ÈÕ·≈–§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√

‡°…μ√Õ‘π∑√’¬åÕ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘ ‚¥¬®–¡’∑—»π§μ‘μàÕÕ“À“√‡°…μ√Õ‘π∑√’¬å∑’ˇ°’ˬ«°—∫

Õߧåª√–°Õ∫¥â“𧫓¡ª≈Õ¥¿—¬·≈– ÿ¢¿“æ πÕ°®“°π’È√“¬‰¥â°Á¡’ à«π ”§—≠μàÕæƒμ‘°√√¡°“√´◊ÈÕ

·≈–§«“¡μ—Èß„®„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å ‚¥¬°≈ÿà¡∑’Ë¡’√“¬‰¥â 45,000-60,000 ∫“∑ ®–¡’√–¥—∫

æƒμ‘°√√¡°“√´◊ÈÕ∑’Ë¡“°°«à“°≈ÿà¡∑’Ë¡’√“¬‰¥â 15,000-30,000 ∫“∑ Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘  ”À√—∫

ªí®®—¬ à«π∫ÿ§§≈¥â“π‡æ»æ∫«à“ °≈ÿà¡μ—«Õ¬à“߇æ»À≠‘ß®–¡’√–¥—∫¢Õßæƒμ‘°√√¡°“√´◊ÈÕÕ“À“√‡°…μ√

Õ‘π∑√’¬å¡“°°«à“‡æ»™“¬  à«π°≈ÿࡺŸâ∫√‘‚¿§∑’Ë¡’ ∂“π¿“æ·μàßß“π®–¡’§«“¡μ—Èß„®·≈–æƒμ‘°√√¡°“√

´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¡“°°«à“°≈ÿà¡§π‚ ¥ ¢≥–∑’Ë ∂“π–°“√¡’‡¥Á°‡≈Á°„π∫â“π ∑’ËÕ¬Ÿà ·≈–√–¥—∫°“√

»÷°…“‰¡à¡’Õ‘∑∏‘æ≈μàÕÕߧåª√–°Õ∫∑—Èß∑“ߥâ“π∑—»π§μ‘ §«“¡μ—Èß„® ·≈–æƒμ‘°√√¡°“√´◊ÈÕÕ“À“√

‡°…μ√Õ‘π∑√’¬å¢ÕߺŸâ∫√‘‚¿§

μ“√“ß∑’Ë 11 §«“¡∂’Ë„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¢ÕߺŸâ∫√‘‚¿§

§«“¡∂’Ë √âÕ¬≈–

‡ªìπª√–®” 3.7

∫àÕ¬§√—Èß 15.8

∫“ߧ√—Èß 40.9

§àÕπ¢â“ßπâÕ¬ 34.2

‰¡à‡§¬ 4.8

‰¡à√–∫ÿ 0.6

μ“√“ß∑’Ë 12 §«“¡¬‘π¥’„π°“√®à“¬¡“°¢÷Èπ ”À√—∫Õ“À“√‡°…μ√Õ‘π∑√’¬å

§«“¡¬‘π¥’„π°“√®à“¬¡“°¢÷Èπ √âÕ¬≈–

 ”À√—∫Õ“À“√‡°…μ√Õ‘π∑√’¬å

‰¡à‡°‘π√âÕ¬≈– 30 55.5

√–À«à“ß√âÕ¬≈– 31-50 23.9

√âÕ¬≈– 50 ¢÷Èπ‰ª 18.9

‰¡à√–∫ÿ 1.7

 à«π§«“¡∂’Ë„π°“√´◊ÈÕÕ“À“√‡°…μ√Õ‘π∑√’¬å¢Õß°≈ÿà¡μ—«Õ¬à“ߥ—ßμ“√“ß∑’Ë 11 · ¥ß„Àâ‡ÀÁπ«à“

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