Attitudes and Experiences of Generation Y Consumers in Bangkok Affecting Faith-Based Product and Service Purchases through Online Channel

Abstract

               This research aims to study the attitudes and experiences of Generation Y consumers in Bangkok that affecting faith-based product and service purchases through online channel with a mixed research method the sample group used is 400 generation Y consumers in Bangkok who have purchased faith-based products and purchases through online channel. The research instrument was a questionnaire for quantitative data. and in-depth interviews for qualitative data. Statistics used in data analysis are frequency, percentage, mean, standard deviation. and multiple regression analysis.

               The results of the research found that the overall consumer attitude is at a high level (  = 3.68) and the overall consumer experience is at a high level (  = 3.64). When analyzing hypothesis 1, the attitude of generational consumers Chanwai has a positive influence on purchasing products and beliefs via online channels, with sub-factors including understanding. Emotional aspect and behavioral There is a significant statistical relationship at the 0.05 level and Hypothesis 2: The experience of Generation Y consumers has a positive influence on product purchases and beliefs via online channels. The sub-factors include feelings, thoughts and connections. There is a statistically significant relationship. Action part There is no relationship with statistical significance at the 0.05 level.