The Influence of Product Attributes and Attitudes on Consumers’ Purchase Intention toward Smartwatches in Thailand
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Abstract
The purposes of this research are 1) to examine the product attributes, attitudes, and purchasing intentions associated with smartwatches, 2) to explore the impact of product attributes on attitudes and purchasing intentions, and 3) to investigate the influence of attitudes on the purchase intention of smartwatches. A survey-based approach was employed, using an online questionnaire administered to 211 respondents in Thailand who had previously purchased and used smartwatches. They were selected using non-probability sampling, specifically purposive and convenience sampling selection methods. Data were analyzed using structural equation modeling. The findings revealed that Thai consumers perceived smartwatch product attributes at a very high level, expressed strong positive attitudes toward smartwatches, and demonstrated a high level of purchase intention. The results further indicated that perceptions of product attributes positively influenced attitudes, which in turn significantly affected purchase intention. However, product attributes alone did not have a direct positive effect on purchase intention. These findings provide practical implications for marketing managers in the smartwatch industry, highlighting the importance of developing distinctive product features and emphasizing functional benefits through effective communication strategies. Enhancing familiarity and shaping positive consumer attitudes can strengthen purchase intentions and support future product development and marketing strategies tailored to the needs of the Thai market.
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