The Influencing Factors of Gen Y Consumers' Purchase Intention of 3D Cameras in Mianyang, China


  • Wenting Zhang
  • Somsit Duangekanong

DOI: 10.14456/shserj.2023.4
Published: 2023-06-09


Generation Y, Perceived Quality, Trust, Satisfaction, Purchase Intention


Purpose: The purpose of this study is to examine relationship between social influence, perceived quality, attitude, satisfaction, and trust that influence purchase intention of 3D cameras of Generation Y customers in Mianyang, China. Research design, data and methodology: The quantitative method was used to distributing online questionnaire to 500 participants between the age of 25 and 40 years old, who are living in Mianyang, China and have at least one year of experience with top three 3D camera brands. Judgmental, quota and convenience sampling techniques were carried out. Before collecting the data, validity and reliability results were accepted by using Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) was applied to measure factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. The effect between relationships and hypotheses were accounted by Structural Equation Model (SEM). Results: The findings reveal that trust has the strongest significant influence on customer’s purchase intention of 3D Cameras. Additionally, social influence, perceived quality, attitude, satisfaction, and trust have a significant impact on Gen Y customers' purchase intention. Conclusions: The recommendations were made for manufacturers, dealers, marketers and salespersons to develop marketing and sales strategies for raising customer’s purchase intention.

Author Biographies

Wenting Zhang

School of Architecture and Civil Engineering, Xihua University, China.

Somsit Duangekanong

Program Director and Faculty Member, Doctor of Philosophy in Technology Education and Management, Graduate School of Business and Advanced Technology Management, Assumption University, Thailand.


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How to Cite

Zhang, W., & Duangekanong, S. (2023). The Influencing Factors of Gen Y Consumers’ Purchase Intention of 3D Cameras in Mianyang, China. Scholar: Human Sciences, 15(1), 30-37.