The key factors that influence Thai customer's intention to use coworking space in Bangkok.

Abstract

This research addresses the question of what are the key factors that influence Thai consumer’s decision to use coworking space in Bangkok. The study used qualitative approach by using in-depth interview of 6 respondents who are the coworking space owner to develop model of conceptual framework. Moreover, the quantitative approach was applied through an online survey with 102 respondents who are the users of the coworking space. The data was analyzed by using Explanatory Factor Analysis (EFA) method to develop hypotheses which five hypotheses are tested. The results showed that location of coworking space, extra service areas and social interaction are positive relationship to Thai consumer’s intention to use coworking space in Bangkok. In addition, the results are presented such that they can be used by the owner of coworking space to create effective strategies that are suitable to their target customers.