ปัจจัยนำของการรับรู้ความเสี่ยงและพฤติกรรมการซื้อสินค้าออนไลน์ของผู้บริโภคเจเนอเรชั่นเอ็กซ์และเจเนอเรชั่นวาย

Abstract

This research aims at comparing Generation X and Y consumers on 1) antecedents of online perceived risk 2) online perceived risk and 3) purchasing behavior. The research adopted survey approach and using questionnaire to collect data from a total of 424 Generation X (32 – 48 years old) and Generation Y (16 – 31 years old) samples who reside in Bangkok with online shopping experience in the past six months. The results reveal that there were no difference between experienced Generation X and Y consumers on antecedents of perceived risk which are internet exposure, shopping behavior, and trust in online shopping. There also no difference on perceive risk. Thus, performance risk, privacy risk and financial risk have highest mean scores followed by time risk, physical risk, psychological risk and social risk respectively. Moreover, this research found that there were no difference between Generation X and Y consumers on attitude towards online shopping andintention to purchase online. Correlations between these factors, risk reduction strategy, further research and managerial implications are discussed.