full2012.pdf - page 1053

°·š›·¡¨ °Š£µ¡¨´„¬–r ¨³‡ªµ¤¡¹Š¡°Ä‹Äœ„µ¦Ä®o ¦·„µ¦˜n °‡ªµ¤‹Š¦´ „£´„—¸°Š¨¼„‡oµ›œµ‡µ¦°°¤· œ
(IIHFWV RI ,PDJH DQG 6DWLVIDFWLRQ LQ 6HUYLFH 4XDOLW\
RQ &XVWRPHU /R\DOW\ RI WKH *RYHUQPHQW 6DYLQJV %DQN
°œ¡´ šª¸Á¤º °Š °¦‹´œš¦r «· ¦·Ã˜· ¨³°œ·ª´ „oª‹ÎµœŠ‡r
$QDSDW 7DZHHPXDQJ 2UDFKDQ 6LULFKRWH DQG $QLZDW .DHZMRPQRQJ
š‡´—¥n°
Šµœª·‹´¥œ¸Ê ¤¸ª´˜™»ž¦³Š‡r Á¡ºÉ°«¹„¬µ¦³—´‡ªµ¤‡·—Á®È œ °Š¨¼„‡oµš¸É¤¸˜n°£µ¡¨´„¬–r°Š›œµ‡µ¦°°¤· œ
«¹ „¬µ¦³—´‡ªµ¤¡¹Š¡°Ä‹ °Š¨¼„‡oµš¸É¤¸˜n°„µ¦Ä®o¦· „µ¦ °Š›œµ‡µ¦°°¤· œ «¹„¬µ¦³—´‡ªµ¤‹Š¦´„£´„—¸°Š¨¼„‡oµ
˜n°›œµ‡µ¦°°¤· œ ¨³ «¹ „¬µ°·š›·¡¨ °Š£µ¡¨´„¬–r×¥¦ª¤Â¨³‡ªµ¤¡¹ Š¡°Ä‹Ã—¥¦ª¤š¸É¤¸˜n°‡ªµ¤‹Š¦´„£´„—¸
„¨»n¤˜´ª°¥nµŠ ‡º° ¨¼„‡oµš¸ÉÁ o µ¤µÄo¦· „µ¦›œµ‡µ¦°°¤· œµ µÄœ´Š„´—£µ‡ ‹Îµœªœ ‡œ Á‡¦ºÉ °Š¤º°š¸ÉčoĜ„µ¦
ª·‹´¥ ‡º° °™µ¤ ™·˜·š¸É čoĜ„µ¦ª·Á‡¦µ³®r o°¤¼¨ ŗo„n ‡nµ¦o°¥¨³ ‡n µÁŒ¨¸É ¥ ‡nµÁ¸É ¥ŠÁœ¤µ˜¦“µœ ¨³„µ¦
ª·Á‡¦µ³®r‡ªµ¤™—™°¥Á· Š¡®» Ÿ¨„µ¦ª·‹´¥ ¡ªnµ ¦³—´‡ªµ¤‡·—Á®È œ °Š¨¼„‡oµš¸É¤¸˜n°£µ¡¨´„¬–r°Š›œµ‡µ¦°°¤· œ
×¥¦ª¤°¥¼nĜ¦³—´¤µ„ ¦³—´‡ªµ¤¡¹Š¡°Ä‹ °Š¨¼ „‡oµš¸É ¤¸˜n°„µ¦Ä®o¦· „µ¦ °Š›œµ‡µ¦°°¤· œÃ—¥¦ª¤°¥¼nĜ
¦³—´¤µ„ ¦³—´‡ªµ¤‡·—Á®È œ °Š¨¼„‡oµš¸É ¤¸˜n°‡ªµ¤‹Š¦´„£´„—¸°Š›œµ‡µ¦°°¤· œÃ—¥¦ª¤°¥¼nĜ¦³—´¤µ„ ¨³
£µ¡¨´„¬–r×¥¦ª¤Â¨³‡ªµ¤¡¹Š¡°Ä‹Ã—¥¦ª¤¤¸ °·š›· ¡¨Á·Šª„„´‡ªµ¤‹Š¦´„£´„—¸°Š¨¼„‡oµ›œµ‡µ¦°°¤·œ
‡ÎµÎµ‡´ £µ¡¨´„¬–r ‡ªµ¤¡¹Š¡°Ä‹ ‡ªµ¤‹Š¦´„£´„—¸ ›œµ‡µ¦°°¤· œ
$EVWUDFW
7KLV UHVHDUFK DLPV WR VWXG\ WKH OHYHO RI FXVWRPHUVu SHUFHLYHG LPDJH RI *RYHUQPHQW 6DYLQJV %DQN WR
VWXG\ WKH OHYHO RI FXVWRPHUVu VDWLVIDFWLRQ WRZDUG WKH VHUYLFH SURYLGHG E\ WKH *6% WR VWXG\ WKH OHYHO RI FXVWRPHUVu
OR\DOW\ RI *6% DQG WR VWXG\ WKH HIIHFW RI RYHUDOO LPDJH DQG VDWLVIDFWLRQ RQ FXVWRPHUuV OR\DOW\ 6DPSOHV ZHUH
FOLHQWV RI WKH *6% UHJLRQ 5HVHDUFK LQVWUXPHQW ZHUH TXHVWLRQQDLUH 6WDWLVWLFV XVHG IRU GDWD DQDO\VLV ZHUH
SHUFHQWDJH PHDQ VWDQGDUG GHYLDWLRQ DQG PXOWLSOH UHJUHVVLRQV ZHUH XVHG IRU 5HVHDUFK UHVXOW UHYHDOHG WKDW WKH
FXVWRPHUVu SHUFHLYHG LPDJH RI WKH *6% ZDV LQ KLJK OHYHO FXVWRPHUVu VDWLVIDFWLRQ WRZDUG WKH VHUYLFH SURYLGHG E\
WKH *6% ZDV LQ KLJK OHYHO FXVWRPHU OR\DOW\ RI WKH *6% ZDV LQ KLJK OHYHO DQG 2YHUDOO LPDJH DQG VDWLVIDFWLRQ
KDG SRVLWLYH HIIHFW RQ FXVWRPHU OR\DOW\
.H\ZRUGV ,PDJH 6DWLVIDFWLRQ /R\DOW\ *RYHUQPHQW 6DYLQJV %DQN *6%
œ· ·˜ž¦· µÃš µ µ„µ¦‹´—„µ¦›» ¦„·‹ ‡–³Á«¦¬“«µ˜¦r¨³¦· ®µ¦›»¦„·‹ ¤®µª· š¥µ¨´¥š´„¬·– Š ¨µ
° —¦ µ µ„µ¦‹´—„µ¦›» ¦„·‹ ‡–³Á«¦¬“«µ˜¦r¨³¦· ®µ¦›»¦„·‹ ¤®µª· š¥µ¨´¥š´„¬·– Š ¨µ
Ÿ« —¦ µ µ„µ¦‹´—„µ¦›» ¦„·‹ ‡–³Á«¦¬“«µ˜¦r ¨³¦· ®µ¦›» ¦„·‹ ¤®µª·š¥µ¨´¥š´„¬·– Š ¨µ
&RUUHVSRQGLQJ DXWKRU H PDLO GHBGHH #KRWPDLO FRP 7HO
1053
การประชุมวิชาการระดับชาติ มหาวิ ทยาลัยทักษิณ ครั้งที่ 22 ประจำปี 2555