Digital Transaction and Risks Affecting Digital Technology Acceptance of Generation X Digital Transactors in Bangkok
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Abstract
Digital technology has become an important fundamental factor for the economic system. It has been applied as a channel for trading goods and services to achieve efficiency in important digital transactions. Therefore, the objectives of this study were to study 1) the level of opinions on digital transactions and risks, and the acceptance of digital technology transactors, and 2) the influence of digital transactions and risks on the acceptance of digital technology transactors. The sample group used in this research was 400 Generation X digital transactors in Bangkok. This research is quantitative research collecting data through an online questionnaire, sampling from 6 districts of Bangkok. Data were analyzed using descriptive statistics and Structural Equation Model Analysis (SEM). The results of the research found that the sample group of Generation X digital transactors in Bangkok had the highest opinion on online market channel transactions ( =4.35), had the highest opinion on digital risks ( =3.68), and had the highest opinion on digital technology acceptance ( =4.03), In addition, digital transactions and risks were related to the acceptance of digital technology among Generation X digital transactors in Bangkok. The results of this study provided data on digital marketing strengths that led to technological competition to attract Generation X consumers to conduct more digital transactions. This research is different from previous studies by focusing on Generation X, which has high economic potential and has transaction behavior and technology acceptance that are different from the younger generation. It also analyzes digital risks along with transactions in a holistic manner to obtain a more comprehensive causal analysis, which is useful for developing digital marketing strategies that match the characteristics of this consumer group in Bangkok.
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