ปัจจัยที่ส่งผลต่อการบอกต่อการใช้บริการขนส่งอัจฉริยะ: กรณีศึกษา Smart Bus ในเขตจังหวัดอุบลราชธานี.

A research on factors affecting the use of intelligent transportation services: A case study of Smart Bus in Ubon Ratchathani Province. The objectives were to 1) study travel behavior and use of mass transit services; 2) study the level of opinions on factors affecting the use of intelligent transportation services; 3) to analyze the causal relationship of the factors that affected continue to spread the word on the provision of intelligent bus services. Ubon Ratchathani province, This research is a quantitative research. The research tools were questionnaires. The sample groups were consumers who had used public transportation. and those using public bus service, Ubon Ratchathani province, in the amount of 420 people.The level of opinions about the expectation of mass transit services. The average was at a high level (X = 4.13, SD = 0.58). The level of opinions about factors supporting passengers to use the service smart bus was at a high average level (X = 4.57, SD = 0.54). The level of opinions about the factor telling passengers to use the smart bus service was at a high average level (X = 4.49, SD = 0.69). In the route analysis, factors affecting the use of intelligent transportation services, it was found that 1) the expectation factor of mass transit services had a positive direct influence on the use of intelligent bus service use telling factors. Ubon Ratchathani province, the route coefficient was 0.063 and had a positive direct influence on the factors supporting passengers to use smart bus services. The route coefficient was 0.192. 2) The factor supporting passengers to use the smart bus service. There was a positive direct influence on the word-of-mouth factor for using the service. smart bus Ubon Ratchathani province had a route coefficient of 0.877 and 3) expectation factors for mass transit service There is an indirect cause influence on the wording factor for using the service. Smart bus Ubon Ratchathani province has a route coefficient equal to 0.578 through the route factor supporting passengers to use the smart bus service Results from the research of consumers who use public transportation. Ubon Ratchathani smart bus, give importance to the factors of public transport service system, public buses and to focus on supporting factors and word of mouth in using the intelligent bus service. This will lead to increased service traffic. [ABSTRACT FROM AUTHOR]