THE INFLUENCES OF PERCEIVED VALUE, PERCEIVED RISKS, AND NEW PRODUCT ACCEPTANCE ON DECISION MAKING FOR PURCHASING OF IN VITRO MEAT OF THAI GENERATION Y AND GENERATION Z CONSUMERS IN BANGKOK METROPOLIS
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Abstract
The purposes of this research were (1) to study the personal factors affecting decision making in in vitro meat buying of Thai generation Y and generation Z consumers in Bangkok Metropolis; and (2) to study the factors of perceived value of in vitro meat, perceived risks of in vitro meat, and new product acceptance of in vitro meat influencing decision making in in vitro meat buying of Thai generation Y and generation Z consumers in Bangkok Metropolis. A questionnaire was used as the tool to collect data from the research sample consisting of 400 persons in Bangkok Metropolis. Statistics employed for data analysis included descriptive statistics of frequency and percentage, and inferential statistics of t-test, F-test (One Way ANOVA) and multiple regression analysis at the .05 level of statistical significance. The research results showed that (1) Thai generation Y and generation Z consumers with different educational levels and different occupations differed significantly in their decision makings in in vitro meat buying; while those with different genders, ages, average monthly incomes, and marital statuses did not significantly differ in their decision makings in in vitro meat buying; (2) differences in average monthly income and marital status had different effects on on decision making in in vitro meat buying of generation Z consumers but differences in gender, educational level and occupation had no different effect on decision making in in vitro meat buying of generation Z consumers; (3) the factors of perceived value in terms of consumer emotion (Beta = 0.343), quality of in vitro meat (Beta = 0.314), and price of in vitro meat (Beta = 0.234) had influences on decision making in in vitro meat buying of generation Y and generation Z consumers; (4) the factors of perceived risks in terms of consumer psychology (Beta = -0.488), social acceptance (Beta = 0.280) and properties of in vitro meat (Beta = 0.262) had influences on decision making in in vitro meat buying of generation Y consumers; (5) the factors of new product acceptance in terms of trial of in vitro meat (Beta = 0.339), adoption of in vitro meat (Beta = 0.284), evaluation of in vitro meat (Beta = 0.252) and interest in in vitro meat (Beta = 0.175) had influences on decision making in in vitro meat buying of generation Y consumers; while the factors of interest in in vitro meat (Beta = 0.418) and adoption of in vitro meat (Beta = 0.385) had influences on decision making in in vitro meat buying of generation Z consumers. Hence, in vitro meat producers should make in vitro meat more appetizing at an affordable price, have the government’s regulatory approval and create communication strategy to raise consumer awareness of benefits from in vitro meat daily consumption.
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