Abstract
This research aims to: 1. Study the factors that influence the intention to purchase agricultural products online among Gen X and Y consumers, and 2. Examine the impact of purchasing intentions on the online agricultural product buying behavior of Gen X and Y consumers in Thailand. For this study, a sample of 400 online consumers aged 19 to 54 years was selected. Data was gathered through an online questionnaire and analyzed using multiple regression, with further validation to ensure model consistency. The study revealed that the intention to buy agricultural products online correlates with the actual online purchasing behavior, with a predictive efficiency of 36.7% (R2=0.367). For consumers in the Gen X and Gen Y demographics, their purchasing intentions are shaped by factors related to technology acceptance, perceived benefits from technology, ease of use, attitudes, and elements of the marketing mix such as price and sales promotions. However, aspects of the marketing mix like product and process did not influence the intention to purchase agricultural products online.
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