A study on the innovation adoption and online shopping decision among Generation X and Y consumers
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Abstract
The purpose of this research is 1) to comparative the innovation adoption and purchase decision on online marketing of generation X and generation Y consumers and 2) to study the innovation adoption factors by purchase decision on online marketing of generation X and generation Y consumers. The data collecting from sampling of each generation by 200 consumers in Bangkok. Analyze data with statistics by percentage, mean, standard deviation, T-test and multiple regression analysis. The results show that 1) the innovation adoption on online marketing of generation X and generation Y consumers by overall are not different at 0.05 significant. 2) The innovation adoption factors that the impact of innovation adoption on purchase decision on online marketing by generation X were (1) talk with the other about online marketing (2) known many people in society try on online marketing (3) the government attempt to support the population for access online marketing, by 54 percentages. The other sides the innovation adoption factors that the impact of innovation adoption on purchase decision on online marketing by generation Y were (1) talk with the other about online marketing (2) known many people in society try on online marketing (3) accepted what the online marketing suit to everyday life consumers, by 54 percentages.
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