FACTORS AFFECTING CONSUMER BUYING DECISIONS ABOUT GOODS ON SOCIAL MEDIA OF GENERATION X AND Y, AMPHOE MUEANG CHAIYAPHUM, CHAIYAPHUM PROVINCE.

Abstract

This research has the following objectives:  1) To study the differences in consumer decision-making behavior via social media between Generation X and Y in Mueang Chaiyaphum District. Chaiyaphum Province 2) To study the factors that influence the decision to purchase products through social media of Generation X and Y consumers in Mueang Chaiyaphum District. Chaiyaphum Province.The research results found that. 1. Results of data analysis: There are differences in consumer purchasing behavior via social media between Generation X and Y in Mueang Chaiyaphum District. Chaiyaphum Province. It shows that Generation Y's behavior in deciding to purchase products via social media is more than Generation X's. Respondents aged Generation Y had higher opinions on marketing mix factors that influence purchasing decisions via social media. Overall it is at a high level. and more than Generation X in every aspect. When considering each aspect, it was found that the aspect with the highest average was the product aspect for both Generation X and Generation Y groups. 2. Marketing mix factors that affects the decision to purchase products through social media of Generation X and Y consumers in Mueang Chaiyaphum District Chaiyaphum Province found that Marketing mix factors It affects the decision to purchase products through social media among Generation X consumers. Including marketing promotion (sig = .044) with statistical significance at the .05 level and the Generation Y group including marketing promotion (sig = .010) with statistical significance at the .05 level. 3. Factors of technology acceptance that affect the decision to purchase products through social media among Generation X and Y consumers in Mueang Chaiyaphum District. Chaiyaphum Province found that. Technology adoption factors It affects the decision to purchase products through social media among Generation X consumers. Including perception of usefulness (sig = .007) with statistical significance at the .05 level and the Generation Y group including perception of ease of use (sig = .027) with statistical significance. Statistics at the .05 level