Adoption of Technology Affecting Purchasing Decision Through Social Media of Thai Elderly People

Abstract

This study aimed to study adoption of technology that affected purchasing decision through social media of Thai elderly people. This research uses a quantitative research approach. The sample group was 385 elderly people who used the social media for purchasing decision by using multi-stage sampling. The data was collected by questionnaires and data analysis used descriptive statistics and multiple regression analysis. The research results were found that the influence of adoption of innovation in the aspect of comparative advantage, compatibility, complexity, and observability affected purchasing decision through social media of Thai elderly people with statistically significant at F=54.451, and were able to explain the variance in the adoption of innovation affecting purchasing decision through social media of Thai elderly people 50.69%. The highest multiple regression coefficient was comparative advantage ( = 0.372), followed by complexity ( = 0.256), compatibility ( = 0.178), and observability ( = 0.145), respectively.

Keywords— Adoption of Innovations, Elderly people, Purchase decision, Social media