A study on the innovation adoption and online shopping decision among Generation X and Y consumers

Main Article Content

Phatthira Teeraswasdi
kritchanat santawee

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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Article Details

Section
Research Articles
Author Biography

kritchanat santawee, College of Social Communication Innovation, Srinakharinwirot University

Srinakharinwirot University

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