Abstract—The purpose of this study is to develop and examine the relationships of factors affecting the behavioral intentions of Thai consumers to buy goods and services on mobile devices, such as smartphones and tablets in two generational cohorts, Generation X and Generation Y. Despite the increased adoption of smartphones and tablets to access internet and perform various activities, no empirical research in Thailand has been found to study consumer behavior on mobile marketing and shopping or any specific generations. Based on relevant past research, this research fills this gap by developing a structural model to investigate and test hypotheses developed for this study. The samples were Thai people who used to make online purchases on the internet in the past year. The research instruments used to collect primary data were self-reported questionnaires. The collected data will be tested for reliability and validity using confirmatory factor analysis (CFA) and the structural model will be confirmed by structural equation modeling (SEM).

Index Terms—Behavioral intention, digital devices, mobile marketing, online shopping.

Vinai Panjakajornsak is with Faculty of Administration and Management, King Mongkut’s Institute of Technology Ladkrabang, Chalongkrung Road, Bangkok 10520, Thailand (email: vinaidba6@gmail.com).

Cite: Vinai Panjakajornsak, "A Model of Thai Consumers’ Behavioral Intention: A Study of Generations X and Y," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 4, pp. 219-229, 2017.