The key factors that influence Thai customer's intention to buy a wearable fitness device.

Abstract

The purpose of this research is able to answer the research question about what are the key factors that influence Thai consumer’s age between 25 to 45 years who live in Bangkok uncover their purchase behavior to make a decision to purchase Wearable Fitness device. The research used a conceptual model base on Unified Theory of acceptance and use of technology 2 (UTAUT2) to develop model of conceptual framework model and Hypotheses. This research uses quantitative method with total of 129 respondents by using the online survey. The data was analyzed using factor analysis, descriptive statistics, correlation analysis and multiple linear regression analysis. There are 11 hypotheses tested. According to the result illustrates that reference group is the key factors of Thai consumers age between 25 to 45 years old. The result shows that the reference group has a positive relationship to Thai consumer purchasing intention on wearable fitness device which mean the reference group has a strongly factor to impact with Thai consumer’s intention to buy a wearable fitness device. As a result, from finding, it would help marketing manager of wearable fitness device company as the guideline to apply a suitable marketing strategy to match with Thai consumer behavior to promote the product into Thai market efficiency.