A CAUSAL RELATIONSHIP MODEL OF INTENTION TO PURCHASE THE SMART HOME OF THE CONSUMERS IN BANGKOK
Keywords:
smart home, social media marketing, factors influencing purchase intention toward smart residenceAbstract
Objectives of this research article were to study factors influencing smart home purchasing intention, to test the congruences of the developed model with the empirical data, and to study direct and indirect effect of factors influencing smart home purchasing intention. The research populations were Bangkok consumers who were interested in purchasing the smart home, considering from their memberships in the Facebook, fanpage of the leading smart residence project in Bangkok area. The numbers of the sample were 460. Multi-stages sampling technique was used to select samples for the research. The research instrument was online questionnaire.
The results revealed that at a 0.01 significant level (P-value < 0.01), social media marketing had a positive direct intention on smart house or residence purchasing intention. It had a positive indirect effect on smart residence purchase intention through corporate image and electronic -word-of -mouth. Corporate image had a positive direct effect on smart residence purchasing intention. Electronic-word-of-mouth had a positive direct effect on smart residence purchasing intention. Perception of ease of use had a positive direct effect on smart residence purchasing intention. Perception of usefulness had a positive direct effect on smart residence purchasing intention.
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