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Abstract

The objective of this independent study was to investigate factors affecting intention to use smart watches among Generation X runners in Mueang Chiang Mai District. This study focused on exploring the following factors: Performance Expectancy, Effort Expectancy, Social Influence, Perceived Risk and Trust. A sample was 300 Generation X runners born during 1965 - 1976 who have exercised by running or participated in running events wearing a smart watch in Mueang Chiang Mai District during the past 6 months. A questionnaire was used as a research instrument for data collection. Data were then analyzed using descriptive statistics, including frequency, percentage, mean and multiple regression analysis. The results of this study indicated that the majority of the respondents were male, aged between 44 – 55 years old, graduated with a bachelor’s degree. They were employees of private companies with an average income of 50,001-100,000 THB per month. The most common price of smart watch was between 10,001-15,000 THB. The respondents have always used a smart watch when exercising. The average duration of use was 1-2 years. The most common running frequency was 1-2 times per week. The most well-known brand was Garmin Watch. In addition to running, another activity was cycling. The main purpose of using a smart phone was heart rate analysis and collection of statistics and data in daily life. From the multiple regression analysis, factors positively significantly affecting intention to use smart watches among the respondents were Trust (β = 0.664, P = .000). From multiple regression analysis, the predictive equation indicated that Trust( 0.664) positively influenced the intention to use smart watches with R2 = 49.1. However, Performance Expectancy (β = .090, P =.072), Effort Expectancy (β = .006, P =.902), Social Influence (β = .022, P=.613), and Perceived Risk (β =-.013, P=.766) did not influence intention to use smart watches among Generation X runners in Mueang Chiang Mai District.