| Title: | The Influencing Factors of Consumers’ Purchase Intention for Apple Smartwatches in Guangzhou, China |
| Author: | Gao Yiming |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1491-1501) Click PDF |
Abstract
In the digital information era, smartwatches have gradually become popular worldwide with the iterative advancements in mobile internet technology and hardware devices. Smartwatches have gained significant consumer popularity by leveraging features like fitness guidance and health monitoring. The success of Apple Smartwatches lies in its seamless integration of minimalist design, health ecosystems, and emotional marketing, satisfying both tech enthusiasts’ pursuit of specifications and general users’ preference for “effortless technology,” thereby achieving a transformation from a “functional tool” to a “life companion.”
This study reviews the stimulus-organism-response theory and consumers’ purchase intention for Apple Smartwatches. The study examines the impact of four factors: perceived usefulness, perceived ease of use, price perception, and perceived value, on consumers’ purchase intention for Apple Smartwatches.
A quantitative research method was adopted, with 400 questionnaires distributed and 303 valid responses received. The effective rate was 75.75%. The findings reveal that perceived usefulness, perceived ease of use, price perception, and perceived value positively influence consumers’ purchase intention for Apple Smartwatches. Based on the study, the following recommendations are proposed for Apple smartwatches: (1) Focus on real-world scenario value to enhance perceived usefulness through functional innovation and precision marketing; (2) Build effortless interaction experiences to lower decision-making barriers via usability optimization; (3) Implement a dynamic value anchoring pricing strategy to balance high-end brand image with market accessibility.
Keywords: purchase intention, Apple Smartwatch, influencing factors
6617195717 Gao Yiming, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of Consumers’ Purchase Intention for Apple Smartwatches in Guangzhou, China, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
