Factors affecting the intention of purchasing the smartwatch of Nha Trang Consumers by using extended theory of planned behavior

Abstract

The main aims of this study is to explore the intention to use smart watches from consumers perspective. The study applied the extended theory of planned behavior by integrating two additional variables including: aesthetic design and perceived price in addition to variables in the original intended behavior theory model, specifically: attitudes towards smartwatch purchases, perceived behavioral control and social norms to explain consumers' intent to buy smartwatches in Nha Trang city. This study adopts partial least squares structural equation modeling (PLS-SEM) technique to test the reliability and validity of the measures based on a sample of 200 consumers in Nha Trang. The results indicate that five proposed hypotheses are supported by data with an increasing degree of impact, which are perceived behavioral control (ß = 0.58), attitudes towards smartwatch purchases (ß = 0.20), aesthetic design (ß = 0.15), perceived price (ß = 0.14) and social norms (ß = 0.11). The research results are expected to make significant contributions both in academic research and practical research through useful and practical recommendations for watch product consumption.