Document Type : ORIGINAL RESEARCH ARTICLE
Authors
Faculty of Business Administration for Society, Srinakharinwirot University, Bangkok, 10110, Thailand
Abstract
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BACKGROUND AND OBJECTIVES: Thailand’s population is aging rapidly, so it is important to develop more creative toys to enhance the purchase intention of elderly people. Moreover, Thailand has fewer recreational toys than other countries. This study shows how psychological, conceptual, and environmental factors impact older people's purchase of recreational toys.
METHODS: Using three theories, such as Planned Behavior, Flow Theory, and Theory of Successful Aging, a quantitative survey was conducted with 196 caregivers in Bangkok. Due to utility, quality, enjoyment, and accessibility, elderly people have continuously purchased these recreational toys. They feel a personal connection to the toys.
FINDINGS: Trust is an important factor in consumer decision-making, involving both direct and indirect effects, while emotional connection is one of the main reasons for purchasing and has the largest effect (β = 0.42). On the other hand, price sensitivity has negative effects (β = -0.15) because of the high cost, causing elderly people to hesitate to buy toys. This model explains the variance of purchase intention (R² = 0.67) with 66%, which is predicted by a robust mechanism. This mechanism shows that older caregivers' focus shifts from practical evaluations to relational factors. Elderly individuals in Thailand show purchase patterns driven by emotional connections and perceived utility in recreational toys, while price sensitivity often serves as a barrier. This study clarifies how factors like trust and accessibility significantly influence their buying decisions.
CONCLUSION: These findings suggest that politicians and toy company marketers should focus on gaining people's confidence, engaging them emotionally, and creating affordable, user-friendly products for elderly people in developing nations.
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