Work Motivation Affecting the Work Efficiency of Generation Y Fashion Sales Staff in Bangkok Department Stores

This research aimed to study the level of work motivation and work efficiency of Generation Y fashion sales staff in a Bangkok department store, and examine the influence of work motivation on work efficiency. The sample consisted of 400 Generation Y (born between 1981–1997) fashion sales staff, selected using a convenience sampling method. The research instrument was a questionnaire that demonstrated a high reliability (Cronbach’s Alpha = 0.92). Data analysis employed descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including multiple regression, to examine hypotheses and multiple correlation problems. The research results revealed that overall motivation was at a high level. The factors ranked from highest to lowest were responsibility, achievement, advancement, job description, and recognition. Overall work efficiency was at a high level, with workload being the highest, followed by work quality, cost-effectiveness, and time management. Multiple regression analysis indicated that the model was statistically significant (F = 24.67, p < .01), explaining 24.00% of the variance in work efficiency (Adj. R² = 0.24). All five motivational factors significantly influenced work efficiency at the .01 level, including Achievement (β = 0.25), Recognition (β = 0.20), Work Itself (β = 0.27), Responsibility (β = 0.12), and Advancement (β = 0.19). Practically, the findings suggest that retail managers should focus on enhancing achievement, recognition, clear job roles, and responsibility to improve the efficiency of Generation Y fashion sales staff.