ปัจจัยที่มีผลต่อความตั้งใจซื้อหลอดไฟอัจฉริยะของ เจเนอเรชันวายในจังหวัดเชียงใหม่

Abstract

This research aimed to study the factors affecting intention to purchase smart bulbs among Generation Y in Chiang Mai province. The research tool was a questionnaire with 400 respondents aged between 29 to 46 years. The quota sampling method was used. The sample was divided into 2 groups: 200 people who bought and used smart light bulbs with a hub for connection and 200 people who bought and used smart light bulbs without a hub for connection. The data was analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, i.e. multiple regression. The study found that, 1) Most respondents were male, aged between 29-38 years, had a bachelor's degree, were self-employed, and had an average monthly income of 15,001 - 30,000 baht. The purpose of using smart light bulbs was for safety. They selected smart light bulb with the ability to adjust brightness and most light bulbs were operated using the Mi Home application. 2) People using different types of smart light bulbs do not differ in their purchase intentions for smart light bulbs. 3) Study of the relationship between factors affecting Generation Y's intention to purchase smart light bulbs in Chiang Mai Province found that factors that affect the intention to buy smart light bulbs include the Trust factor (β = 0.404, p = 0.000), followed by the Performance Expectancy factor (β = 0.321, p = 0.000). and the Social Influence factor (β = 0.187, p = 0.000). The Effort Expectancy factor and Attitude Toward Using factors were not found to have a significant effect.