A Study Model of the Factors of Gen x People Affecting Purchase Confidence Online via Digital Platform

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Published: Dec 8, 2022
Keywords:
Gen x People Digital Platform Confidence Online Products Structural Equation Model

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Chainat Pansantie
King Mongkut’s University of Technology North Bangkok, Rayong Campus
Pakchanya Boonchukham
King Mongkut’s University of Technology North Bangkok, Rayong Campus

Abstract

Gen X people are in the working age and have high income, so online shopping is important for their daily life and tends to increase. The purpose of this research was to examine the factors of Gen X people that affected their confidence in online purchases through digital platforms. Conduct quantitative research that surveyed quantitative data from 222 Gen X digital platform users, using descriptive, reference, and multiple statistics in data analysis. The results of the analysis of the developed structural equation model revealed that passed the assessment criteria were consistent with the empirical data. The probability chi-square was 0.065 (p-value =0.065), the relative chi-square was 1.325 (CMIN/DF=1.325), the conformance index was 0.954 (GFI=0.954), and the root mean square of the error estimation was 0.038 (RMSEA=0.038). with significant level of 0.001 conformed to regulation. For the analysis of variables within the newly developed model, it was found that the components of System have highest direct influence on Performance with a weighted influence curve of 0.93, followed by Performance components, which have direct influence on Worthiness with a weighted influence curve of 0.91, System components have direct influence on Trust  with a weighted influence curve of 0.57, and Worthiness components have direct influence Trust  with a weighted influence curve of 0.56, respectively.

Article Details

How to Cite
Pansantie , C. ., & Boonchukham , P. . (2022). A Study Model of the Factors of Gen x People Affecting Purchase Confidence Online via Digital Platform. Journal of Management Science Chiangrai Rajabhat University, 17(2), 137–162. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/261497
Issue
Vol. 17 No. 2 (2022): July - December, 2022
Section
Research Articles
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Author Biographies

Chainat Pansantie , King Mongkut’s University of Technology North Bangkok, Rayong Campus

D.B.A. (Industrial Business Administration), King Mongkut’s University of Technology North Bangkok. (2021). Currently a Lecturer at Department of Business Computer, Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Rayong Campus.

Pakchanya Boonchukham , King Mongkut’s University of Technology North Bangkok, Rayong Campus

M.Acc (Accountancy), Chiang Mai University, (2014). Currently a Lecturer at Department of Accounting, Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Rayong Campus.

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