Exploring Causal Factors Influencing Thai Consumers' Intention to Purchase Smart Home Products
Keywords:
Compatibility, Social Influence, Facilitating Conditions, Purchasing Intention, TAM plusAbstract
This research investigates the key factors influencing purchase intention within the Thai context. The study's objectives are twofold: (1) to develop a causal model that elucidates the factors impacting purchase intention for smart home products, and (2) to analyze the direct and indirect effects of these factors. The target population comprised technology-interested consumers aged 15-59 residing in Thailand's economic hubs. A multi-stage sampling approach yielded a sample size of 456 participants. Data collection employed a structured questionnaire. Structural equation modeling (SEM) techniques were utilized for model creation and data analysis.
The proposed model demonstrated a strong fit with the empirical data (χ²= 118.598, df = 106, p = 0.190, GFI = 0.978, NFI = 0.989, TLI = 0.997, CFI = 0.999, RMSEA = 0.016, RMR β= 0.048). Among the directly influencing factors, attitude (β= 0.64), facilitating conditions (β= 0.50), and social influence (β= 0.01) exhibited positive effects on purchase intention. While the direct influence of social influence was statistically insignificant, it exerted an indirect effect through perceived usefulness and attitude (β= 0.20). The compatibility factor also indirectly influenced purchase intention through three pathways: (1) perceived usefulness and attitude (β= 0.08), (2) perceived ease of use and attitude (β= 0.17), and (3) perceived ease of use, perceived usefulness, and attitude (β= 0.04). This research contributes to the current understanding of smart home technology adoption among Thai consumers. The findings offer valuable insights for marketers and policymakers aiming to promote the proliferation of smart home products within the Thai market.
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