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Abstract

This study aims to investigate the Factors Affecting Generation Y Runners in Mueang Chiang Mai District Towards Intention to Use Smart Watches. This study focused on exploring the following factors: Performance Expectancy, Effort Expectancy, Social Influence, Perceived Risk and Trust. A sample was 300 Generation Y runners who have exercised by running outside or participated in running events 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 female, aged between 26 – 34 years old, graduated with a bachelor’s degree. They were employees of private companies with an average income of 15,001-30,000 THB per month. The most commonly price of smart watch was between 10,001-15,000 THB. The respondents have always used a smart watch when exercising. The most common running frequency was 1-2 times per week. The average duration of use was 1-2 years. The most well-known brand was Apple Watch. In addition to running, another activity was bicycling. From the multiple regression analysis, factors significantly affecting intention to use smart watches among the respondents were Trust (β = 0.298, P = .000), Social Influence (β = 0.155, P = .003) and Performance Expectancy (β = 0.147, P = .020). However, Perceived Risk (β = -0.155, P = .002) negatively influenced intention to use smart watches. Lastly, Effort Expectancy (β = 0.079, P = .210) did not influence intention to use smart watches among Generation Y runners in Mueang Chiang Mai District.