รูปแบบการดำเนินชีวิต การเปิดรับสื่อ และการยอมรับนวัตกรรมของผู้บริโภคสูงอายุ

Abstract

The survey research aimed to explore elderly consumers’ lifestyles, media exposure and innovation adoption, and to examine the relationships of the three mentioned variables. By using questionnaires, the data werecollected from

400 survey samples, aged 60 years old and older, both male and female, living in Bangkok and metropolitan area.The results unveiled ten lifestyle (activities, interests and opinions) patterns of consumption: 1) modish, 2) lively, 3) compassionate, 4) energetic,

5) earnests, 6) day seizers, 7) stay-homes, 8) chill out, 9) exuberant,and 10) conventional. Furthermore, the findings indicated the participants were exposed more to television and newspapers, compared to other traditional media, skill, they were exposed less   to all kinds of new media. Similarly, a low innovation adoption rate was found among these sesenior consumers, as there were only two lifestyle clusters that had a positive relationship with innovation adoption. in addition, exposure to new media was significant as this, positively related with innovation adoption.