การรับรู้คุณลักษณะร้านค้าปลีกออนไลน์ที่ส่งผลต่อความไว้วางใจของเจเนเรชันวายในแบรนด์

Abstract

This independent research aimed to study perception of e-tailer attributes affecting Generation Y brand trust, using online questionnaire to collect the data from 400 generation Y who born in 1980-1999 or age between 24-43 years old in 2023. Data was analyzed, using multiple regression analysis. using independent sample t-test and One-way ANOVA to compare the difference of mean values among groups of respondents. The results showed that the major respondents were female between ages 22 to 26 years old, they were company employee with average monthly income was 20,001 to 30,000 baht per month. And every dimension of perception on e-tailer attributes was at a high level. Especially the information and website Aesthetics dimension was at highest level. Among respondents with different gender age and income level were varied at 0.05 significance level According to the multiple regression analysis on perception of e-tailer attributes affecting Generation Y brand trust, the results presented those dimensions of perception of e-tailer attributes that affected overall brand trust were 4 dimensions: information, convenience, customization, and communication at 0.05 significance level. In the meanwhile, among respondents with different gender age and income level differently dimensions of perception of e-tailer attributes at 0.05 significance level.