| 520 สาระสังเขป |
The purpose of this exploratory study is to investigate approaches to deliver value to Generation Z consumers, born from 1995 to 2010. The study employed a quantitative research methodology through survey questionnaires, completed by 105 respondents in Thailand, to understand Generation Z's channel preferences, online purchasing motivations and behaviors, and their likelihood of becoming customer advocates. In addition, an experiment was performed to investigate the efficacy of partitioned and bundled prices. It appears that the COVID-19 pandemic has encouraged an increase in Generation Z consumers' use of online purchasing channels. Irrespectively, both offline and online channels are still preferred with convenience serving as the key motivation for purchasing online. Food and beverages are highlighted as the major online purchase category. With respect to Generation Z's responses to pricing, a bundled price elicits a greater positive attitude towards the offering than partitioned prices. In addition, there is a strong positive relationship between consumer attitudes and their purchase intentions and, subsequently, between their purchase intentions and the likelihood for providing consumer recommendations. Therefore, firms are recommended to use omnichannel marketing and a bundled price in order to deliver high perceived value to Generation Z consumers. Within Thailand, retailers of food, beverages, and clothing particularly benefit from marketing and selling their goods online. |