The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians

Abstract

Noticeably the sales of DSLR cameras have been decreasing continuously for months while sales of mirrorless interchangeable-lens cameras (a.k.a. mirrorless camera) have been soaring. This trend points to the fact that camera users are moving to more advanced, lighter, and smaller camera format. This research chose attitude, trust, and need for uniqueness as independent variables to examine relationship toward purchase intention of mirrorless camera. Furthermore, mean difference in purchase intention between Generation Y and Generation Z was examined as well. 304 sets of survey questions were distributed to Bangkokians divided into Generation Y and Generation Z group. The study shows significantly statistically difference in means between two generation groups and the model is found to be statistically significantly enough to confirm that the relationship of purchase intention is influenced by attitude, trust, and need for uniqueness.