Innovation Characteristic Affecting Behavioral Intention

Kritiya Rangsom, Wasun Khan-am

Abstract


This article presents studying of the innovation characteristic of OTOP Nawatwithi and analyzing the relationship between the characteristics of OTOP innovation and behavioral intention. The survey was conducted by using questionnaires as a tool. The research population is people in the Gen-Y and Gen-Z groups that are characterized by growing up with technology. Therefore, people in this group should be the early majority group for diffusion of innovation. The samples collected were 205 people. The statistics used to analyze the data are descriptive statistics including arithmetic and standard deviation; and hypotheses testing is conducted by factor analysis, correlation analysis, and regression analysis. The results of the operation showed that the respondents had the opinion that OTOP Nawatwithi is innovative at a very high level. They have a rather moderate level of intent for traveling to OTOP Nawatwithi. When factor analysis was done, it was found that one component of innovation could be created using all five questions. In addition, it was found that one component could also be created for behavioral intention from all three questions. The hypotheses were conducted by correlation and regression analysis, the result shows characteristics of innovation related to behavioral intention. Due to the regression result, there is one equation that can be established by this relationship is BI = .954IC + 1.357. with adjust r-square .303.

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References


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