Attitude and Technology Acceptance among Generation X and Y Consumers Affecting the Decision to Use Online Platforms
Keywords:Attitudes, Technology Acceptance, Generation X and Y, Online Platforms
This qualitative research aimed to; 1) compare usage of online platforms between generation X and generation Y consumers in Songkhla province, 2) study the attitudes of generation X and generation Y consumers affecting the decision to use an online platform, and 3) study technology adoption of generation X and generation Y consumers, and how these affect the adoption rate of online platform services. The participants were generation X and Y consumers from Songkhla province, who had used the services of online platforms within the previous 6 months. Using the purposive method, the researcher utilized Cochran’s sample size calculator to choose an initial sample size of 385 participants, and later added an additional 15 participants, totaling 400, to account for losses. The tool used for data collection was a questionnaire. Statistics used to analyze the data consisted of frequency, percentage, mean, standard deviation, and multiple linear regressions.
The research revealed that consumers from different generations used online platforms in different ways. With a statistical level of significance of 0.05, it showed that generation Y consumers spent more time using online platforms than generation X. The main factors affecting the adoption rate of online platforms by generation X and generation Y in Songkhla province were ease of use, perceived advantages, and online security, accounting for an influence on the adoption rate of 75.9 percent.
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