Thailand is heading to be an “Aged Country” within the next decade. The number of retired people increase dramatically, while the fertility rate has been decreasing since before 2000. It is foreseen that Thai seniors will become potential market with high purchasing power that most of the businesses could not disregard in the future. One of the industries that have possibly attract this group of customers is online shopping, as it shows the success in other countries with a large share of sales from the elderly. Although the previous statistics indicated that people aged 55 years and above only accounted for 5% of the total online shopping market in Thailand, many studies found that some segments in the senior market have characteristics that can be the prospects for the business, such as Silver-age people.
Silver-age people are Thais aged 55-70 years who feel younger than their actual age. They are socialized, open to changes and new technologies, do not have health and financial concerns, and capable of using websites and social media. The purpose of this study is to understand the driving and restraining forces of people in this segment toward online shopping, scoping in Bangkok. The data were collected with qualitative methods using in-depth, semi-structured interviews. The responses from 13 participants revealed that there are four key drivers, including Perceived Usefulness, Perceived Ease of Use, Price Conscious, and Social Influence, that can motivate Silver-age people to purchase products or services online. On the contrary, there are two key barriers, which are Perceived Risk and Resistance to Change, that obstruct some seniors in this group from accepting this technology. The conclusion and recommendations from the findings are further discussed in the last chapters.

Abstract I
Acknowledgement II
TABLE OF CONTENTS III
LISTS OF FIGURES IV
LISTS OF TABLES IV
Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 2
1.3 Research Questions 2
Literature Review 3
2.1 World Aging Population 3
2.2 Country’s Age Definition 4
2.3 Thailand Becoming an Aged Country 5
2.4 Opportunity of Online Shopping in the Senior Market 6
2.5 Online Shopping Industry in Thailand 8
2.6 Thai Seniors and Online Shopping 11
2.7 The Concept of Subjective Age 12
2.8 Senior Market Segmentation 13
2.9 Related Studies 15
Methodology 21
3.1 Methodological Approach 21
3.2 Assumption 21
3.3 Data Collection 22
3.4 Data analysis 23
3.5 Research Ethics 23
3.6 Limitation 23
Findings and Analysis 25
4.1 Key Drivers 26
4.2 Key Barriers 31
Conclusion and Recommendation 35
References 37

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