Browsing by Subject "Generation Y"
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    The factors affecting the attribute attitude towards credit card; the case study of credit card for bangkokian's generation X and Y
    (Assumption University Press, 2016) Parnuphan Phaisuwat ; Rawin Vongurai
    This study aimed to understand the factors that affect attitude toward credit card by bangkokian and also find the difference between generation X and Y in attitude toward credit card. The questionaire was conducted and collected 410 respondents by convenience, quota and snow-ball sampling method. The methods used to analyze the data are linear regression and independent sample t-test. The result shows free spending has the strongest effect to attitude toward credit card and there is significant difference between Gen-X and Y in attitude toward credit card.
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    The influence of family resource, family stress, money attitudes, self-control towards materialism: the case of generation Y in Bangkok Metropolitan
    (Assumption University Press, 2020) Sararat Thongbaisri ; Ekkachai Boonchuaymetta
    Nowadays, the population of generation Y most likely drives the consumer market. Hence scrutinizing their behavior’s consumer toward their money attitudes and materialism has become more critical. The researcher has ultimate purposes of determining and investigating the behavior of generation Y toward money attitudes, which in turn affect materialism. Research findings show that how family resources received during childhood, perceived stress from disruptive childhood and self-control are influencing the varied impact on Materialism and Money Attitude dimensions. This sample surveyed n=412 Thai Generation Y (1980-1997) in Bangkok Metropolis to examine whether family resources received during childhood, perceived stress from disruptive childhood, money attitudes and self-control affect Thai Generation Y Bangkok Metropolis’s life-course. This study founds perceived stress from disruptive childhood family have certain impacts on later-life of money attitudes. Money attitudes also affect to materialism as well as the current Self-Control behavior has significant effects on materialism.
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    Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
    ( 2015) Sharma, Sumit ; Thongdee Kijboonchoo
    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there exists a relationship between corporate social responsibility, perceived price fairness, brand image and purchase intention. However, the research uncovered that there exists a negative relationship between awareness of CSR and purchase intention, and that perceived service quality affects purchase intention in a positive manner.
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    The influencing factors of gen y consumers' purchase intention of 3D cameras in Mianyang, China
    (Bangkok : Assumption University Press, 2023) Zhang, Wenting ; Somsit Duangekanong
    Purpose: The purpose of this study is to examine relationship between social influence, perceived quality, attitude, satisfaction, and trust that influence purchase intention of 3D cameras of Generation Y customers in Mianyang, China. Research design, data and methodology: The quantitative method was used to distributing online questionnaire to 500 participants between the age of 25 and 40 years old, who are living in Mianyang, China and have at least one year of experience with top three 3D camera brands. Judgmental, quota and convenience sampling techniques were carried out. Before collecting the data, validity and reliability results were accepted by using Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) was applied to measure factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. The effect between relationships and hypotheses were accounted by Structural Equation Model (SEM). Results: The findings reveal that trust has the strongest significant influence on customer’s purchase intention of 3D Cameras. Additionally, social influence, perceived quality, attitude, satisfaction, and trust have a significant impact on Gen Y customers' purchase intention. Conclusions: The recommendations were made for manufacturers, dealers, marketers and salespersons to develop marketing and sales strategies for raising customer’s purchase intention.