Effect of Social Media Content on Trust and Purchasing Intention of People in Generations X, Y and Z

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Veerasak Jinarat


The differences in the attitudes and opinion of people in the generations X, Y and Z, who were born in different environment, affect their decision making which consequently influence their trust and purchasing intention. The aim of this research were to examine: 1) level of the mean value of social media content, trust and purchasing intention; 2) differences in the mean value of the three main variables classified based on age and income; 3) analyze of the variances of age and income on trust and purchasing intention; and 4) analyze influence of the components of trust on purchasing intention. The researcher utilized economic theories and concepts to synthesize the variables and develop 27 items in a questionnaire in order to use it to collect the data from the 384 respondents residing in in the lower parts of the North Eastern of Thailand which included Ubonratchathanee, Srisaket, Surin, Yasothorn, Amnatcharoen, Mukdaharn and Kalasin Provinces. These respondents were 20 years of age or above. The statistics used for the analysis included frequency, percentage, mean, standard deviation, t-test, F-test, variance analysis and multi regression analysis. The research results showed that 1) the mean value of social media content, trust and purchasing intention were at a high level; 2) the three variables had different mean value at a.05 level of statistical significance based on age and income level; 3) demographic factors including age and income could explain the variance coefficient of the three variables at .19, .12 and .13, respectively. In addition, it had a possibility that the three variables together had an influence on trust by 99 percent; 4) perceived risk was found to be able to predict purchasing intention by 25 percent (Sig .000). Therefore, accurate information and awareness of the purchasing intention can enhance the development of platform for presenting creditability of the social media content.

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