The purpose of this study is to explore the factors influencing Thai people's intention to purchase fitness tracker devices in Bangkok to be a useful guideline for manufacturers to develop the future fitness tracker device to serve the needs of Thai customers. The result of this study showed that price value, social influence and perceived ease of use are factors influencing Thai people's intention to purchase a fitness tracker in Bangkok. This research aims to study the factors influencing the intention to purchase fitness tracker devices for Thai people in the Bangkok area to be a useful information for manufacturers who can develop the fitness tracker in the future to maximally satisfy Thai customers' needs.
To investigate the factors that influence the Thai people's intention to purchase fitness tracking devices in Bangkok to be a useful guideline for manufacturers to develop the future fitness tracking device for the needs of Thai customers. What are the key factors influencing Thai people in Bangkok to buy fitness tracking device. Is the demographic has influenced the relationship the intention to buy fitness tracker of Thai adults living in Bangkok area.
Research Scope
Expected Benefits
CHAPTER ІІ
LITERATURE REVIEW
- Definition
- Theoretical Framework
- Perceived usefulness
- Perceived Ease of use
- Social Influences
- Price value
- Intention to buy
Similarly, as Damrongkiatak (2016) mentioned that the main factors of TAM that most influence acceptance and intention to use or actual use are Perceived Usefulness and Perceived Ease of Use. Any technology that is easy to use and with low complexity is likely to be accepted by users and perceived ease of use has a direct impact on people's behavior towards acceptance and intention to use (Chureeporn Thongthanai ( 2012).Social influence can be exemplified by a person such as friend, family, society or someone who has some influence on status or past relationships to influence one's behavioral intention to purchase a fitness tracker.
Behavioral intention to purchase is a measure of the strength of one's intention to perform a behavior (Fishbein and Ajzen, 1975) and is a predictor of usage (Szajna, 1996). Intention to purchase is defined as the behavioral intention to try something and can be described as a motivational factor that influences behavior. For this study, intention to purchase a fitness tracker is defined as the extent to which a person is willing to use or purchase a fitness tracker. This can be illustrated by the user's perception of the above-mentioned independent variables, such as perceived usefulness, perceived ease of use, social influence, perceived aesthetics and price value.
RESEARCH METHODOLOGY
- Sample Size
- Data Collection
- Data Analysis
- Reliability and Validity
This research requires data collection using quantitative research method with the online closed-ended questionnaire due to the short data collection period and convenience for respondents to access the questionnaire. The questionnaire will be sent to 100 respondents using Google Form Online format and distributed to people living in Bangkok area via email, Facebook and Line to explore the key factors that influence Thai people in Bangkok to to buy a fitness tracker device. The survey questionnaire was developed based on literature research. All questions are linked to the factors that influence Thai people to purchase a fitness tracker, such as its usefulness, ease of use, social influence, perceived aesthetics and price value.
This questionnaire consists of 4 parts, examining all the factors of the conceptual model using 24 questions. The data will be analyzed using the Statistical Package for the Social Sciences (SPSS) program to identify and test the independent variables (Perceived Usefulness, Perceived Ease of Use, Social Impact, Perceived Aesthetics and Price Value) and. Descriptive analysis: Explain the demographic information of all respondents using frequency, percentage, mean and standard table.
One-way analysis of variance: to test whether the relationship between demographics has influence on the intention to purchase a fitness tracker. Regression Analysis: To study the relationship between all five independent variables towards the intention to purchase a fitness tracker. According to the reliability test, the research uses Cronbach's Alpha to measure the reliability coefficient of questionnaire.
A fitness tracker is flexible to communicate with 0.812. It is easy to become proficient in using a fitness. I find a Fitness Tracker is easy to use 0.794 It is easy to remember how to perform tasks.
RESULTS AND DISCUSSION
- Demographic Analysis and General Information of Respondents
- Result of Independent Variables Analysis toward Intention to buy a fitness tracker
- Perceived Usefulness
- Perceived Ease of Use
- Social Influence
For educational background, there are 3 levels which are high school diploma, bachelor degree and master degree. From table 4.2, there are 57% of respondents who use fitness trackers, but 43% of them do not. 8% of them have used less than a month and 7% of them have used a month to 6 months.
On the other hand, there are 43% of the respondents who have never used a fitness tracker before, but they are interested in a fitness tracker and plan to buy a fitness tracker. The majority of respondents strongly agree that they find a Fitness Tracker useful when exercising (3.27) which influences their intention to purchase. The majority of respondents agree that using a fitness tracker in daily life is easy for them (3.07) and it is flexible to communicate with (3.04).
While the use of fitness is easy for them to become a fit person as the lowest mean (2.69).
Social Influence
Perceived Aesthetic
The majority of respondents agree that the external appearance of wearable devices is important for their intention to buy (3.09). While the design of a fitness tracker such as color, size and shape is also attractive for them to buy (3.05). On the other hand, respondent does not agree that a fitness tracker is a fashion accessory for their intention to buy (2.50).
Price Value
- The relationship between demographic and intention to buy
- The relationship between independent variables and intention to buy
It means that different gender group has no significant relationship with intention to purchase a fitness tracker. This means that the different educational background group has no significant relationship with the intention to purchase a fitness tracker. It means that different income group has no significant relationship with the intention to purchase a fitness tracker.
The data show that the independent variables have a relationship with the intention to buy to the extent of 49.3%. The R-square is 24.4%, which means that there are other independent variables that can influence the intention to buy by 75.6%. Therefore, these three independent variables have a relationship with the intention to purchase a fitness tracker for Thai adults living in the Bangkok area at 24.4%.
If the perceived price value factor increases by 1 unit, the fitness tracker purchase intention value increases by 0.286 units. If the social influence factor increases by 1 unit, the value of fitness tracker purchase intention increases by 0.229 units. If the perceived ease of use factor increases by 1 unit, the fitness tracker purchase intention value increases by 0.237 units.
If the Perceived Price Value factor increases by 1 unit, the intention to purchase a fitness tracker value increases by 0.256 units. If the social influence factor increases by 1 unit, the intention to purchase a fitness tracker value increases by 0.221 units. If perceived ease of use factor increases by 1 unit, the intention to purchase a fitness tracker value increases by 0.167 units.
Therefore, the main factors that influenced the intention to purchase a fitness tracker are price value, social influence and perceived ease of use, respectively.
CONCLUSIONS AND RECOMMENDATIONS
- Discussion
- Interpretive Summary
- Recommendation
- Limitation
- Future Research
Second, social influence, which also has a positive influence on the purchase intentions of Thai adults, indicates that Thais purchase a fitness tracker when they are referred to purchase by friends or family members through word of mouth. They can buy a fitness tracker to show their personal image as a healthier or innovative person. Finally, Perceived Ease of Use showed that Thai people buy a fitness tracker when they perceive that the product is easy to use in their daily life and takes less time to use.
People tend to buy a fitness tracker if they can use it easily and easily to remember how the product works or works. As a result, these two factors were rejected because they cannot influence Thai adults' intention to purchase a fitness tracker. Demographics of Thai people such as age, gender, income, and education have no relationship with the intention to purchase a fitness tracker.
In addition, the key factors influencing fitness tracker purchase intention among Thai people in Bangkok are price value, social influence, and perceived ease of use. For the Price Value, this is the most important factor that leads Thai people to buy a fitness tracker because customers want to get the fair price of the product and they expect to receive the benefit as much as they are going to pay. For the Social Influence, this is the last important factor that may cause Thai adults to tend to buy a fitness tracker as well due to subjective norm and social image.
For the perceived ease of use, it is the second important factors that can lead to Thai adults tending to have the intention to buy a fitness tracker. The result of this research provides the useful information of factors that influenced the intention to purchase a fitness tracker of Thai adult living in Bangkok area. Finally, this research investigated the respondents who lived only in Bangkok area, which may lead to the limitation of people's attitude in other areas because different people in different areas have different perceptions about the intention to buy a fitness tracker.
Furthermore, the researcher should conduct quantitative and qualitative research together in order to not only get the number of results, but also they will deeply understand the factors that can motivate Thai people's intention to purchase a fitness tracker.
Factors Affecting Consumers' Intention to Use IoT on Wearable Devices in Thailand. The role of self-determination theory in explaining teachers' motivation for continued use of e-learning technology.
APPENDICES
APPENDIX A
ALLVARIABLES AND REFERENCES
The design of a Fitness Tracker such as the color, size and shape are aesthetically appealing to me for purchase.
APPENDIX B QUESTIONNAIRE
Introduction
Screening Question
Specific Questions
Demographic 1. Gender
LIST OF TABLES
