Factors Affecting Technology Acceptance and Purchase Decision on Youtuber Device through the Platform
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to 1) determine factors affecting to usage behavior technology acceptance and 2) purchase decision on youtuber device through the platform of different generation. Conceptual framework was based on Technology Acceptance Model (Davis, 1989). Using survey research methods and stratified random sampling technique classified the samples according to different generations of age groups, namely Generation Z, Generation Y, and Generation BB-X was applied to select 597 platform users of different generation to answer self-reported questionnaire. Data were analyzed by Linear Regression Model. Research findings (1) Revealed that factors that significantly affected to determine factors affecting 14 factors to usage behavior technology acceptance consisted of Perceived number of peers, Perceived number of cross platforms, Perceived complement, Perceived ease of use, Perceived usefulness, Perceived security, Guarantee, Attitude toward technology, Descriptive norm, Injunctive norm, Subjective norm, Behavior intention at 0.01, 0.10 level and (2) Factors that significantly affecting to purchase decision on youtuber device through the platform of different generation consisted of usage behavior at 0.01 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Cochran, W.G. (1963). Sampling techniques (2nd Ed.). New York: John Wiley and Sons, Inc.
Davis, F.D. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly,(13)3, 319-339.
Davis, F.D., Bangozzi, R. P. and Warshaw, P. R. (1989). “User Acceptance of Computer Technology: A Comparison of two Theoretical Models,” Management Science 35(8),982- 1002.
Electronic Transactions Development Agency Ministry of Digital Economy and Society. (2017). Online Complaint Center (1212 OCC). Retrieved 2020, March 10, from https://www. etda.or.th/content/online-consumer-protection-mou.html. (in Thai)
Kanyasai, P. and Pongput, S. (2020). Factors Affecting Technology Acceptance for Car Rental Technology ASAP and AVIS Applications. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 1182 -1190. (in Thai)
Li-Min Chuang Pi-Ching Chen and Yen- Yu Chen. (2016). The Determinant Factors of Employees' Behavior Intention in Green Building Restaurants - Integration TRA and TAM. Universal Journal of Management. 4(12), 704-713.
Mahathavornsup, P. and Ngamchom, W. (2020). Impacts of Network Externalities on the Success Aspect of Perceived Usefulness of Application Line TV and VIU. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 92 -100. (in Thai)
Pei-Shan, W., & Hsi-Peng, L. (2014). Why do people play mobile social games? An examination of network externalities and of uses and gratifications. Internet Research, 24(3), 313-331.
Rogers, (2003). Diffusion of Innovations, Fifth Edition by Everett M. Rogers. The Free Press. Reprinted with permission of the Free Press: A Division of Simon & Schuster.)
Savaneviciene.A, Statnicke.G, Vaitkevicius.S, (2019). Individual Innovativeness of Different Generations in the Context of the Forthcoming Society 5.0 in Lithuania. Inzinerine Ekonomika-Engineering Economics, 2019, 30(2), 211–222
Sawatwongdet, J. and Suwannasatit, S. (2020). Factors Affecting Usage Behavior of LINE Official Account and Facebook Page Application. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 92 -100. (in Thai)
Sinpoh, N. and Worasesthaphong, T. (2020). Acceptance and Usage of Photo Editor Application. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 1182 -1190. (in Thai)
Songkong, N. and Worasesthaphong, T. (2020). Perceived Quality and Intention to Use News Online Application. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 1077 -1085. (in Thai)
Soonsinpai, N. and Pongput, S. (2020). Index Comparing Level of Technology Acceptance Tinder and Badoo Applications. 2nd MDTE: Proceedings of the 2nd National Academic Conference 2020 “Management in Disruptive Technologies Era”, 2020 May 1, Rajamangala University of Technology Rattanakosin, Nakorn Pathom Province. pp. 101 -108. (in Thai)