การเปิดรับสื่อและการยอมรับนวัตกรรมของผู้บริโภคเจเนอเรชั่นเอ็กซ์และเจเนอเรชั่นวาย

Abstract

The purposes of this study were: 1) to compare media exposure between generation X and generation Y 2) to compare innovation adoption between generation X and generation Y. Furthermore, this study also studied the relationship between innovation ownership, adoption of innovation and personal innovativeness. Questionnaires were used to collect data from a total of 413 generation X (32 – 48 years old) and generation Y (16 – 31 years old) samples in Bangkok.

The results showed that generation Y’s  media exposure was significantly higher than generation X’s, except in television’s media exposure frequency, generation Y’s innovation ownership, adoption of innovation and personal innovativeness were significantly higher than generation X’s and showed that the innovation ownership, adoption of innovation and personal innovativeness factors had significant and positive correlation.