Abstract
Senior citizens are a major change in the constellation of consumer behavior and trends in Thailand and around the world. The paper is aimed at studying the impact of senior citizens’ consumer behavior on health, financial, and media information and digital literacy. The main objectives were to explore the modern consumer behavior of senior citizens in three important areas: health, financial, and media information and digital literature, as well as to provide some recommendations for senior citizens to improve the quality of life in the three above areas. The quantitative research method was used with senior citizens in five districts of Bangkok. About 400 groups were selected by using random sampling method. In the area of health, the results showed that most of them suffered from non-communicable diseases such as high blood pressure, diabetes, and kidney disease. In the area of finance, the results showed that the financial support government and from their family and kins are the most important assistance. In the areas of media information and digital literacy, the results showed that they need help in these areas in order to access health care, financial support and any assistance provided by both the private and public sectors.
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