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Baby boomers and their shopping behaviors: the decision processto purchase all product through social media |
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| รหัสดีโอไอ | |
| Creator | Thanyalak Sumananusorn |
| Title | Baby boomers and their shopping behaviors: the decision processto purchase all product through social media |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2562 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 6 |
| Journal No. | 2 |
| Page no. | 175-188 |
| Keyword | elderly, Baby Boomer, Social Network, e-Payment |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/download/16095 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The purpose of this research was study for 1.Decision making behavior of buying products though online social networks of baby boomers aged by demographic factors. 2.Marketting mix factors influencing the purchasing decision behavior via the online network of the baby boomers. The research sample is elderly who bought products via online networks of 400 people. The research instrument is a question are for data collection. Before collecting the questionnaires, the questionnaires was tested to test the reliability of 0.939. Analysis of data by finding frequency, percentage, average, standard deviation, one-way anova, independent sample t test, component analysis and multiplication analysis. The research found that : 1. Decision making behavior of buying products though online social networks of baby boomers aged by demographic factors. Different levels of education and careers will have different purchasing behavior via online social networks with statistically significant differences at the level of 0.05. Gender, age, status and income, There will be no difference in the behavior of decisions though social networks. 2. Decision making behavior of buying products though online social networks of baby boomers aged by demographic factors. The analysis of marking mix factors can extract 6 new factor by finding the there are only 2 factors by using stepwise method that effect purchasing decision are service and delivery factors, informational factors. |
