Factor Positively Impacting Purchase Intention Of “B” Brand Smartwatch Of Customers In Bangkok

Abstract

This independent study aimed to explore the sample in Bangkok area to seek for factors positively impacting brand purchase intention of smartwatch based on the predetermined factors from the literature review. The factors were included Brand Awareness, Brand Associate, Brand Image, Brand Fondness, Interface Convenience, Perceived Content, Design Aesthetics and Credibility. From sample collection through customer bought Apple Watch and online community, the researcher found that the sample were mostly female than male samples. Majority of sample completed with bachelor’s degree with age between 20 – 30 years old with single marital status. The study showed that overall the factors contribute the positive impact to the brand purchase intention is Brand Awareness, Brand Fondness, Credibility and Perceived Content at 95% confidential level. The study used the sample in an amount of 271 samples from consumers in Bangkok. The data collected was analyzed using the SPSS to seek for multiple regression. The data collection was analyzed in both descriptive and multiple regression analysis. The result from the analysis showed that Brand Awareness (β = 0.348), Brand Fondness (β = 0.269), Credibility (β = 0.214), and Perceived Content (β = 0.167) accounted for 68.5% positively impacting on brand purchase intention of smartwatch in Bangkok with statistically significant at .01.