Technology Acceptance and Online Marketing Mix Decisions to Purchase Community Enterprise Products Through Electronic Commerce Systems of Generation C in Chiang Mai Province

Abstract

       This study was conducted to investigate 1) socio-economic attributes of generation C respondents 2) consumer behavior, technology acceptance and online market mix 3) factors effecting decisionmaking to purchase community enterprise products through the electronic commerce system. The sample group consisted of 400 generation C consumers in Chiang Mai province. A set of questionnaires was used for data collection and analyzed by using descriptive statistics and multiple regression.
      Results of the study revealed that most of the respondents were female, 27 years old on average, undergraduate students and their monthly allowance was not more than 10,000 baht. They purchased community enterprise products from other provinces included fresh food and dry food, branded products with a wide variety of products. They purchased online community enterprise products from Facebook application once or twice per month. They usually purchased it for personal consumption during Saturday-Sunday and an average purchased price was less than 1,000 baht. They spent the time for decision–making within a day after receiving data (image, text, sound) they paid via online banking e-Banking or application of the bank. Most of the respondents made a decision to purchase the products by themselves. Channel for receiving the products through private shipping companies.
     For 5C’s using behavior, as a whole, it was found at a high level of technology acceptance (𝛘 = 4.16). As a whole, online market mix had an effect on the decision making to purchase online community enterprise products through the electronic commerce system at a high level (𝛘 = 4.14).The following of the study were factors effecting the decision with a positive statistical significance level: consumer behavior (5C’s) (P = 0.000), technology acceptance (P = 0.000), and online market mix (P = 0.000). However, factors effecting the decision making with a negative statistical significance level included age (P = 0.019) and educational attainment (P = 0.040).