Title: Factors affecting consumers' intention to purchase smart condominiums in the Bangkok metropolitan area

Authors: Chavich Nilavan; Kittinun Boonyapruk; Patrapa Tangwongthawornkit; Siwanad Wongwasin; Siwat Intaput; Wasita Aroonyingmongkol; Wuttipong Rochanametakul; Guntalee Ruenrom; Apichart Kanarattanavong

Addresses: Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand

Abstract: Demand for condominiums in Bangkok, one of the most populated cities in Southeast Asia, is high and continuing to rise. To differentiate between condominiums, developers have been adding smart devices. However, it is uncertain whether these devices can influence consumers' purchase intention towards smart condominiums. Therefore, this study aims to understand the consumers' purchase intention and to identify the factors that might affect their purchase intention to buy a smart condominium in Bangkok by using the unified theory of acceptance and use of technology (UTAUT2) and consumer perceived value theory as the research framework. Purposive sampling was used, and data was collected from a sample of 405 residents in Bangkok. The results show that gender, occupation, performance expectancy, value for money, technological innovativeness, and family/friends influence significantly and positively affect purchase intention. Accordingly, property developers should communicate with their prospective customers by focusing on the expected performance and value for money of smart condominiums. Notably, family members and friends who own smart condominiums also have great potential to influence new buyers. Finally, it should be mentioned that the data was collected from those residing in Bangkok only, and subsequently this may not be representative of the Thai population.

Keywords: building; residential; Thailand; smart condominium; purchase intention; UTAUT2; consumer perceived value theory.

DOI: 10.1504/IJBG.2022.123616

International Journal of Business and Globalisation, 2022 Vol.30 No.3/4, pp.382 - 395

Received: 10 May 2019
Accepted: 02 Jan 2020
Published online: 30 Jun 2022 *

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