CONSUMER BEHAVIOR AND ATTITUDE TOWARD EXERCISE SMART WATCH IN BANGKOK METROPOLITAN REGION
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The purposes of this study were to compare levels of technology acceptance in the use of exercise smart watch in Bangkok metropolitan region and to identify influencing factors of usage behaviors of the smart watch. The technology acceptance model and network externality were used as the conceptual framework. In this quantitative study, questionnaires were used for data collection. The samples were obtained through a stratified random sampling to include 400 users. The data were analyzes by a bivariate analysis and regression model. Results revealed that users of exercise smart watch A demonstrated a higher level acceptance than those of the smart watch B with statistical significance; and the influencing factors of the usage behaviors of the smart watch with statistical significance included a Perceived Number of Peers, Perceived Complementarity, Perceived Usefulness, Attitude toward Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention and Usage Behavior.