A Model of Thai Consumers’ Behavioral Intentions to Buy Products on Mobile Devices in Generational Cohorts
Keywords:
Online buying behavior, Behavioral intentions, Generational cohorts, Digital devicesAbstract
This research has the objectives of 1) developing a model of behavioral intentions to buy goods on mobile devices of Thai consumers’ generational cohorts, and 2) analyzing the effects of factors on the behavioral intentions to buy goods on mobile devices of Thai consumers’ generational cohorts. The population of the research was 2,359,089 Thai internet users and the sample group was Thai consumers who used to buy goods online to correspond with the objective of studying three generational cohorts: 1. Baby Boomers (aged 50-69 years old), 2. Generation X (aged 35-49 years old) and 3. Generation Y (aged 20-34 years old). The research instruments used to collect primarydata were self-administered questionnaires using 7-point Likert scales asking their opinions about their internet behavior and purchase of goods on mobile devices.
The factor analysis found the eight factors of perceived risk, perceived price, e-word-of-mouth, Brand image, attitude, trust and perceived value that affected behavioral intention. The results of model testing indicate consistency with empirical data and all 13 hypotheses were accepted. The multi-group analysis found that there were no significant differences among the three generational cohorts. The results of hypothesis testing reveal that all 13 hypotheses were accepted, implying that the model of behavioral intentions to buy goods on mobile devices of Thai consumers can be applied to the three generational cohorts.
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