พฤติกรรมของเจเนอเรชันวายในการซื้อกำไลหินนำโชค

Abstract

This independent study aims to investigate the behavior of generation Y in purchasing lucky stone bracelets. The research divides the sample into two groups based on birth years: those who was born between 1980 to 1989, and between 1990 to 2000. Total sample size of 400. Statistical used for data analysis include frequency analysis, percentage, mean, Chi-square, and independent sample t-test. The majority of survey respondents are female, employed in the private sector, with an average monthly income ranging from 25,001 to 35,000 Baht. Most respondents have completed a bachelor's degree. Possession of lucky stone bracelets 11 to 20 lucky stone bracelets, tend to choose bracelets that come with additional auspicious accessories such as Takrud, Pixiu and specific characteristics, including the type of stone, color, clarity, and radiance. Lucky stone bracelets purchased by consumers predominantly feature a design associated with "deities" as an additional element. Consumers obtain information through recommendations from acquaintances and make purchases through online platforms like Lazada. On average, spend 1,000 to 5,000 Baht per purchase, occurring every 5 - 6 months. Purchases are driven by appealing designs and colors, aiming to enhance confidence based on personal beliefs or peer influence. Trustworthy stores with a good reputation are preferred, and consumers often seek additional information online.