An Empirical Study Of Online Purchase Intention Of Generation X'ers Toward Social Commerce In Thailand

Nowadays,by the advancement of technology,the growth and development of social commerce in Thailand keeps increasing year by year.The number of people using social media is gradually growing,as it is well known that social media is not only an online communicating platform but also an online shopping platform,namely ‘social commerce'.In Thailand,Generation X is the second largest population,who use social commerce after Generation Y.Therefore,most online businesses in social commerce are quietly focusing on Generation Y more than other generations.Besides,the studies about these issues are fairly low,especially in Thailand's markets.The purpose of this study is to investigate the influence of the factors on Generation X'ers' purchase intention on social commerce,in Thailand,to lead online market strategies on social commerce platforms for Generation X.This study is based on the extended Technology Acceptance Model(e TAM).The variables in this study are web characteristics,perceived value,e WOM,perceived ease of use,perceived usefulness,trust,perceived risk and purchase intention.The data was gathered using a questionnaire on a Likert scale of 1 to 5 by surveying on social commerce platforms in Thailand.There were230 respondents who fitted the requirements of a customer;born in 1966-1980(Generation X),living in Thailand,and having made a transaction or purchased at least one time and using it more than 6 months in social commerce.Data analysis was achieved by applying SPSS software.The findings revealed that most of the studying variables were favourably connected to purchase intention either directly and/or indirectly.Except perceived risk variable,which has a negative influence on purchase intention and has no significant relationship with trust variable.Whereas perceived usefulness is the variable that seems to be the most effective toward purchase intention from the Generation X'ers.