Online buying behavior of the Elderly in Bangkok, Thailand

Authors

รศ.ดร.ดนยพฤทธ์ ไกรฤทธิ์

Published

2nd International Academic Conference on Multidisciplinary Research in Humanities, Business and Social Sciences (MRHB-JULY-2019)

Abstract

The objectives of this research were to study the stimulus level of online marketing, the feelings of elderly consumers, and behaviors in response to online shopping. The stimulus of online marketing influences the feelings and behaviors in response to online shopping, and the feelings influence the behaviors in response to online shopping of elderly consumers in Phuket in the digital age. This study was quantitative research, which used a questionnaire as a research tool by reliability value at 0.96. The sample size was 430 people. The used statistics were mean, standard deviation, and multiple regression equations. The results showed that: 1) the stimulus level of online marketing, the feelings, and the behaviors in response to online shopping of elderly consumers were at a high level; 2) the online marketing stimuli had a positive influence on feelings of elderly consumers with a statistically significant at the .05 level; 3) the online marketing stimuli had a positive influence on behaviors in response to online shopping of elderly consumers with a statistically significant at the .05 level; and 4) the feelings of the elderly consumers had a positive influence on the behaviors in response to online shopping of elderly consumers with a statistically significant at the .05 level.