Understanding customers' acceptance of telematics: The linkage of attitudinal, normative, and control belief structure with technology acceptance model (TAM).

Abstract

Widely known that Thai Government is trying to boost up Thai economy, which called “Thailand 4.0” focuses in value-based economy. From this concept, the Digital Internet of Things (OIT) is coming up to support in many marketing activities. Intentionally, researcher found that the technology acceptance could enhance the Aftersales Business, Recent studies showed the benefits of telematics many years. However, in Thailand there are some senses that consumers are not interested in this technology. Intentionally, this project has the objectives to study the viable case of the developing stage of installed telematics through the Technology Acceptance Model; both experienced and non-experienced users. Furthermore, this project research would like to examine the influential factors overall liking and intention to use the installed telematics in car. This project research’s design and methodology was the convenient sampling with no quota because the limited time of the research and got the sample size around 150 respondents as well as limited study for the Bangkok area users. The target of the research is both male and female at aged between 20-60 years old because in Thailand, many people started their income at aged 20, and at aged 60 is the retired period. The survey was conducted from May to June in 2016, with quantitative for customers’ perspective and qualitative for the telematics project developer’s perspective.