The Influence of “Smartwatch” Attributes towards Users’ Purchase Intentions in the Bangkok Metropolitan Area

Abstract

This study aims to develop understanding of the relationship between the product attributes of smartwatches, emotional and functional customers’ experiences, and purchase intentions. The attributes examined in this study include Connectivity (CN), Interactivity (IA), Sense of Presence (SP), Intelligence (IT), Convenience (CV), and Security (S) among users of smartwatches in the Bangkok Metropolitan area. An on-line survey questionnaire was conducted among 400 respondents during July - October 2018. Multiple Regression was used to test the hypothesized relationship. Results showed that Sense of Presence (SP), Intelligence (IT), Convenience (CN), and Connectivity (CN) positively influenced emotional experience, whereas Intelligence (IT), Security (S), Sense of Presence (SP), Interactivity (IA), and Convenience (CV) positively influenced functional experience. Both emotional experience and functional experience positively influenced users’ purchase intentions (R2 32.8 %). The results of this study support the importance of customers’ experiences in smartwatch purchase decision making and so the key elements of product attributes that smartwatch developers should pay attention to are proposed.