| 摘要: | 曼谷是泰國人口最多的大都市，平均人口密度為每平方公里 6,718 人。它佔泰國住宅房地產市場的 60%。 2019 年，COVID-19 大流行在全球蔓延。泰國政府採取了封鎖和社會疏離政策。結果，購買力萎縮，導致供需受到負面影響。本研究的目的是在 COVID-19 大流行期間做出購買決定時更好地了解客戶行為。人口統計、服務營銷組合和服務創新是本研究中的獨立變量。在線問卷調查用於收集來自 400 名受訪者的所有數據。獲得數據後，通過社會科學統計軟件包（SPSS）對其進行分析。對人口因素的研究表明，性別在購買決策中存在統計學上的顯著差異。但年齡、婚姻狀況、受教育程度、職業、收入差異無統計學意義。此外，客戶購買決策受到服務營銷組合的五個方面的影響。購買決定受到產品、價格和地點的積極影響，但受到人員和促銷的消極影響。另一方面，過程和實物證據對客戶的購買決定沒有影響。此外，在 COVID-19 流行期間，服務創新並未影響客戶在曼谷都會區的住宅房地產購買決策。
Bangkok is Thailand's most populous metropolis, with an average population density of 6,718 people per square kilometer. It accounts for up to 60% of the Residential real estate market in Thailand. In 2019, the COVID-19 pandemic spread worldwide. The Thai government has adopted a lockdown and social distancing policy. As a result, purchasing power shrank, causing supply and demand to be negatively affected. The purpose of this study is to gain a better knowledge of customer behavior while making a purchase decision during the COVID-19 pandemic. Demographics, service marketing mix, and service innovation were independent variables in this study. An online questionnaire was used to collect all the data from 400 respondents. After data was obtained, they were analyzed by the statistical package the social sciences (SPSS). The study of the demographic factors shows that gender had a statistically significant difference in purchase decisions. However, age, marital status, education level, occupation, and income had no statistically significant difference. Furthermore, customer buying decisions were influenced by five aspects of the service marketing mix. The buying decisions were influenced positively by product, price, and place but negatively by people and promotion. On the other hand, process and physical evidence have no impact on customers' purchasing decisions. Furthermore, during the COVID-19 epidemic, service innovation did not influence customers' residential real estate purchasing decisions in the Bangkok Metropolitan Area. |
