THE TECHNOLOGY ACCEPTANCE INFLUENCING THE ONLINE PURCHASING DECISION OF GENERATION Y CONSUMERS IN NAKHON SI THAMMARAT PROVINCE

Abstract

The research article on technology acceptance influencing online purchasing decisions of Generation Y consumers in Nakhon Si Thammarat Province aims to 1) Study technology acceptance and online purchasing decisions, and 2) Study the influence of technology acceptance on online purchasing decisions of Generation Y consumers in Nakhon Si Thammarat Province. This is a quantitative research using a questionnaire as a data collection tool from a sample of 385 people. The sample was purposively selected by choosing respondents who had purchased products online and were within the Generation Y age range, with data collected explicitly from Nakhon Si Thammarat Province. The statistics used for data analysis include frequency, percentage, mean, standard deviation, and multiple regression analysis, with a significance level set at 0.05. The study found that the majority of respondents were female, aged between 28 and 33 years, single, holding a bachelor's degree, engaged in trading/business, and had an average monthly income of 15,000 - 25,000 baht. When analyzing the research results to meet the objectives, it was found that 1) The average level of technology acceptance among Generation Y in Nakhon Si Thammarat province overall was at the highest level. Considering each aspect, the benefit from usage had the highest average and was at the highest level. The average level of online purchasing decisions among Generation Y consumers in Nakhon Si Thammarat province was also at its highest overall. Considering each item, information seeking had the highest average and was at the highest level. and 2) The technology acceptance of Generation Y consumers significantly influenced the online purchasing decisions of Generation Y consumers (Sig. = .000) at the 0.05 statistical significance level. The independent variables together could predict the dependent variable by 81.00% (Adjusted R Squared = .810).