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An Analysis of Factors Affecting High School Students' Decision Making on Buying Textbooks in Bangkok Metropolitan Area

Name: สุนี ตรีทิเพนทร์

Organization : มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี

Name: Miss Sunee Tritiphen

keyword: Factor Analysis

; Decision Making

; Textbooks

Abstract: The purposes of this research were to analyze and to describe the major factors that affected highschool students’ decision making on buying textbooks in Bangkok Metropolitan area. The samplechosen for this study were 1,000 high school students’ in Bangkok Metropolitan area. Theinstrument used for data collection was 7 rating scales. The reliability of the instrument calculatedby Cronbach Alpha Coefficient was 0.9498. The data was analyzed by using Means (X), StandardDeviation (S.D.) and Analysis of Factors by Principal Component Analysis technique : PCA,orthogonal rotation axis by Varimax Method.The results of the study were as follows :There were 13 major factors of major factors that affected high school students’ decision makingon buying textbooks as follows : 1) Color and Picture, 2) Text Matter, 3) Back Matter, 4) FrontMatter, 5) Special Technique, 6) Materials and Quality of Printing, 7) Creditability, 8) Marketing,9) Book Binding, 10) Font, 11) Suggestion, 12) Promotion, 13) Students' Status. These factorscould be explained from 63.386 % of the total variance. A study of Correlation Coefficient between13 factors and 68 variables was 0.409 - 0.856 and Correlation Coefficient between 13 factors ofmajor factors that affected high school students’ decision making on buying textbooks was0.442 - 0.891, which was in high level. Correlation Coefficient within the 13 internal factors was of0.001 - 0.040, which was in low level. The regression or predicting equation of behaviors majorfactors that affected high school students’ decision making on buying textbooks was :Y =0.739(Color_Picture)+0.891(Test_Mattetr)+0.566(Basic_