Touchakorn Sammasut
The purpose of this research was to (1) study customer perception and expectation in generation Z, generation Y, generation X, and Baby Boomer towards online decision making. And (2) compare customer perception and expectation towards online decision making classified by generation. The sample consisted of 1600 consumers who used to purchase products online by stratified random sampling. The research instrument was an online questionnaire, with a discrimination power between 0.26 and 0.76, a reliability coefficient of 0.94, The data were analyzed by percentage, Mean, Standard Deviation, One-way Analysis of Variance, and Scheffe’s method of multiple comparison tests. The result of this research found out (1) The customer perception in generation Z, generation Y, generation X towards online decision making, both overall and individual aspects were at a high level. Except for customer perception in baby boomers was at the moderate level. The customer perception towards online decision-making classified by generation was overall significantly different at the statistical level of 0.05. And (2) The customer expectation in generation Z and generation Y towards online decision making, both overall and individual aspects were at a moderate level, but customer expectations in generation X and baby boomer were at a high level. The customer expectation towards online decision-making classified by generation was overall significantly different at the statistical level of 0.05.