Factors affecting customer`s intention to purchase and use telecommunication services in Siem Reap

The purpose of this research was to evaluate the factors that influence the intention to purchase and use telecommunication services in Siem Reap. The study utilized a sample size of 384 participants selected from clients residing in Sangkat Sala Kamroeuk and Sangkat Svay Dangkum, Siem Reap, using a simple random sampling method. The data was gathered through a closed-ended questionnaire that employed a five-point Likert scale. The information collected from participants was carefully reviewed before being processed using SPSS v.26 for data analysis. The findings from the linear regression analysis indicated that subjective norm factors, Face Consciousness, and perceived value positively influenced purchasing intentions. Conversely, attitude was found to have no significant effect on purchasing intentions. Finally, purchasing intentions independent variables positively impacted dependent variables related to customers' intentions to use telecommunication services. These results provide valuable insights for telecommuni-cation companies, highlighting the importance of developing applications and security systems that protect customer privacy. This, in turn, can help build customer trust and encourage the purchase and usage of the company’s telecommunication services.