MARKETING FACTORS AND TECHNOLOGY ACCEPTANCE ON PURCHASING INTENTION THROUGH SOCIAL MEDIA OF GENERATION Z UNDERGRADUATE STUDENTS IN BANGKOK METROPOLITAN AREA
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Abstract
This research aims to study (1) the level of technology acceptance through online social media; (2) the relationship between marketing factors and technology acceptance; and (3) technology acceptance that affects purchasing intention through social media of Generation Z undergraduate students in Bangkok Metropolitan Area. The research sample consisted of 600 undergraduate students obtained by multi-stage sampling. An online questionnaire was used as the data collecting tool. Statistical techniques employed for data analysis consisted of the mean, standard deviation, Chi-square, Pearson’s correlation coefficient, and stepwise multiple regression analysis. The research results reveal that (1) the acceptance of technology for purchasing through social media of Generation Z undergraduate students is at the highest level and can be classified into the perceived benefits, the ease of use, and the compatibility; (2) marketing factors having positive correlation at the high level with technology acceptance are the factor of process and the factor of physical evidence; and (3) technology acceptance that influences purchasing intentions through social media were the perceived compatibility, the perceived trust, and the perceived security risk, respectively. Therefore, entrepreneurs should design social media in a format that is suitable and easy to use for buyers, have a wide variety of products with high quality, reliability, and a system that is safe and reliable. In addition, the system should be designed to have a quick and easy purchasing and payment process as well as designing the stores that are attractive and easy to use.
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