Factors of Technology Acceptance on Purchase Intention of Online Products of Generation-Y Consumers Lazy Economic, Chonburi Province

Abstract

          This research aims to: (1) examine the level of technology acceptance influencing the online purchasing decisions of Generation Y consumers in the "lazy economy" era in Chonburi province, (2) study the level of online purchasing decisions among Generation Y consumers in the "lazy economy" era in Chonburi province, (3) investigate the factors of technology acceptance that influence online purchasing decisions of Generation Y consumers in the "lazy economy" era in Chonburi province, and (4) explore the factors of participation in the "lazy economy" that influence online purchasing decisions of Generation Y consumers in the "lazy economy" era in Chonburi province. This is a quantitative study that utilizes a questionnaire as a data collection tool, gathering responses from 384 samples in the Chonburi metropolitan area. Statistical analyses applied in this study include frequency, percentage, mean, standard deviation, and hypothesis testing through multiple regression analysis. The findings indicate that technology acceptance factors perceived compatibility, perceived usefulness, perceived ease of use, and perceived financial resources significantly influence the online purchasing decisions of Generation Y consumers in the "lazy economy" era in Chonburi province at a 0.05 significance level. Technology acceptance factors collectively explain 0.67 of the variance in online purchasing decisions. Additionally, participation factors in the "lazy economy" consumer participation, attitudinal participation, and actionable participation significantly influence online purchasing decisions at a 0.05 significance level. These participation factors collectively explain 0.90 of the variance in online purchasing decisions of Generation Y consumers in the "lazy economy" era in Chonburi province.