Technology Acceptance and Digital Marketing Communication Affecting Decision to Purchase Shoes through Online Channels of Generation X Customers in Bangkok

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Chatchapat Techakasamsuk
Tiwa Park

Abstract

The objective of this study was to study the acceptance of technology and to study digital marketing communication affecting decision to purchase shoes through online channels of generation X customers in Bangkok. This research was a mixed method research which consist of the quantitative research and the qualitative research. The research instrument were questionnaires by using to collect data from 400 samples and in-depth interview by using to collect data from 5 samples.


The results of quantitative research were found that the acceptance of technology in terms of perceived compatibility, perceived ease of use, perceived financial resource, and perceived trust significantly affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. And, the digital marketing communication significantly affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. The results of qualitative research were found that technology acceptance in terms of perceived compatibility, perceived usefulness, perceived ease of use, perceived financial resource, perceived security risk, and perceived trust significantly affected decision to purchase shoes through online channels of generation X customers in Bangkok. And, the digital marketing communication significantly affected decision to purchase shoes through online channels of generation X customers in Bangkok. From the results of both studies, the results were consistent in the acceptance of technology excepting perceived usefulness and perceived security risk. Both dimensions affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. Also, the digital marketing communication affected to the shoes purchasing decision through online channels of generation X customers in Bangkok.

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