ปัจจัยที่มีผลต่อความตั้งใจซื้อหุ่นยนต์ดูดฝุ่นของเจเนอเรชันวายในจังหวัดเชียงใหม่

Abstract

This research aimed to study the Factors Affecting Intention to Purchase Robot Vacuum Cleaner of Generation Y in Chiang Mai Province. A questionnaire was used as a tool for data collection from a sample group aged 27 – 44 in 2024, totaling 400 respondents. Data were gathered using quota sampling, dividing participants into two groups based on the population proportions within two age ranges: Early Generation Y (born 1980 – 1987), with 198 respondents, and Late Generation Y (born 1988 – 1997), with 202 respondents. Data analysis involved descriptive statistics, including frequency, percentage, mean, and standard deviation, along with inferential statistics through multiple regression analysis. The study found that: 1) most respondents were male, held a diploma or vocational certificate as their highest education level, worked in private businesses, had an average monthly income of 15,000 – 30,000 THB, used Samsung - brand vacuum robots, primarily for enhanced cleaning efficiency, and prioritized robots with sensor systems. 2) In examining the relationship between factors affecting purchase intention for vacuum robots among Generation Y in Chiang Mai, it was found that influential factors included perceived ease of use (β = 0.440, P - value < 0.001), followed by attitude towards usage (β = 0.266, P- value < 0.001), and social influence (β = 0.143, P - value = 0.003). In contrast, performance expectancy and perceived risk factors did not significantly impact purchase intention among Generation Y in Chiang Mai. These factors accounted for 70.2% (R^2= 0.702) of the variability in purchase intention for vacuum cleaning robots among Generation Y consumers in Chiang Mai.