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The Influencing Factors of Gen Y Consumers' Purchase Intention of 3D Cameras in Mianyang, China |
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| รหัสดีโอไอ | |
| Creator | Wenting Zhang |
| Title | The Influencing Factors of Gen Y Consumers' Purchase Intention of 3D Cameras in Mianyang, China |
| Contributor | Somsit Duangekanong |
| Publisher | Assumption University Press |
| Publication Year | 2566 |
| Journal Title | Scholar: Human Sciences |
| Journal Vol. | 15 |
| Journal No. | 1 |
| Page no. | 30-37 |
| Keyword | Generation Y, Perceived Quality, Trust, Satisfaction, Purchase Intention |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/6714 |
| Website title | http://www.assumptionjournal.au.edu/index.php/Scholar/index |
| ISSN | 2586 - 9388 |
| Abstract | Purpose: The purpose of this study is to examine relationship between social influence, perceived quality, attitude, satisfaction, and trust that influence purchase intention of 3D cameras of Generation Y customers in Mianyang, China. Research design, data and methodology: The quantitative method was used to distributing online questionnaire to 500 participants between the age of 25 and 40 years old, who are living in Mianyang, China and have at least one year of experience with top three 3D camera brands. Judgmental, quota and convenience sampling techniques were carried out. Before collecting the data, validity and reliability results were accepted by using Item Objective Congruence (IOC) Index and Cronbach's Alpha reliability test. Confirmatory Factor Analysis (CFA) was applied to measure factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. The effect between relationships and hypotheses were accounted by Structural Equation Model (SEM). Results: The findings reveal that trust has the strongest significant influence on customer's purchase intention of 3D Cameras. Additionally, social influence, perceived quality, attitude, satisfaction, and trust have a significant impact on Gen Y customers' purchase intention. Conclusions: The recommendations were made for manufacturers, dealers, marketers and salespersons to develop marketing and sales strategies for raising customer's purchase intention. |
