??????????????????????? Gen Y ??? Gen Z ????????????????????????????????????????????????????????????????????????????????????

Abstract

This research aims to study the differences between Gen Y and Gen Z consumers in integrated marketing communications and buying decision process contact lenses in online channel. The objectives are to study and compare of Gen Y and Gen Z in their perceptions of integrated marketing communications and to study the comparison of Gen Y and Gen Z in the buying decision process contact lenses in online channel. Using the quantitative factor method, the researcher collected data from a sample group of 400 consumers who had previously purchased contact lenses in online channel. Divided into Gen Y 200 people (aged between 27-42 years) and Gen Z 200 people (aged between 13-26 years). Data were collected using an online questionnaire. The statistics used to analyze the data are descriptive statistics, including frequency, percentage, mean, and standard deviation. And inferential statistics, including the t-test.The results of the study found that the majority of the sample were female, single, and most were at the undergraduate. Most of them are student, an average monthly income of less than or equal to 15,000 baht. It was found that different generations have different perceptions of integrated marketing communications which consists of advertising, personal selling, public relations, sales promotion, and direct marketing are different, and generations are different. The buying decision process, which consists of problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior, is different with the statistical significance level of 0.05.

???????????????????????????????????????????????????? Gen Y ??? Gen Z ???????????????????????????????????????????????????????????????????????????????????? ?????????????? ??? 1) ????????????????????????? Gen Y ??? Gen Z ?????????????????????????????????????????????? 2) ????????????????????????? Gen Y ??? Gen Z ???????????????????????????????????????????????????????? ??????????????????????????????????????? (Quantitative Research) ????????????????????????????????????????????????????????????????????????????????????????????? ????? 400 ?? ??????????? Gen Y (??????????? 27-42 ??) ????? 200 ?? ??? Gen Z (??????????? 13-26 ??) ????? 200 ?? ???????????????????????????????????? Google Form ??????????????????????????????????? ??? ??????????????? ?????? ??????? ?????? ????????? ??????????????????????? ?????????????????? ?????? ?????????????????????????????????????? t-test??????????????? ??????????????????????????????? ??????????????? ??? ????????????? ???????????????? ??????????????????? ????????/???????? ???????????????????????????????????????? 15,000 ??? ???????? ?????????????????????????????????????????????????????????????? ?????????? ???????????? ???????????????????? ????????????????? ????????????????????? ????????????????? ?????????? ?????????????????????????????????????????????? ?????????? ?????????????? ?????????????? ?????????????????? ??????????????? ?????????????????????? ?????????? ?????????????????????????????????? 0.05