- 學位論文
探討泰國曼谷 Silver Age 群組對網絡購物之使用態度：關鍵趨力與使用障礙之研究
Understanding the Insights of Silver-age Customers Towards Online Shopping in Bangkok: Key drivers and Barriers to Use
並列摘要
Thailand is heading to be an “Aged Country” within the next decade. The number of retired people increase dramatically, while the fertility rate has been decreasing since before 2000. It is foreseen that Thai seniors will become potential market with high purchasing power that most of the businesses could not disregard in the future. One of the industries that have possibly attract this group of customers is online shopping, as it shows the success in other countries with a large share of sales from the elderly. Although the previous statistics indicated that people aged 55 years and above only accounted for 5% of the total online shopping market in Thailand, many studies found that some segments in the senior market have characteristics that can be the prospects for the business, such as Silver-age people. Silver-age people are Thais aged 55-70 years who feel younger than their actual age. They are socialized, open to changes and new technologies, do not have health and financial concerns, and capable of using websites and social media. The purpose of this study is to understand the driving and restraining forces of people in this segment toward online shopping, scoping in Bangkok. The data were collected with qualitative methods using in-depth, semi-structured interviews. The responses from 13 participants revealed that there are four key drivers, including Perceived Usefulness, Perceived Ease of Use, Price Conscious, and Social Influence, that can motivate Silver-age people to purchase products or services online. On the contrary, there are two key barriers, which are Perceived Risk and Resistance to Change, that obstruct some seniors in this group from accepting this technology. The conclusion and recommendations from the findings are further discussed in the last chapters.