The Ability to Use Platform's Smartphone Camera Influence on Consumer Behavior

Abstract

The purposes of this research were to confirm the Smartphone Camera technology acceptance model.; and to determine factors affecting the technology acceptance of Smartphone Cameras. The conceptual framework was based on the Theory of Reason Action, Technology Acceptance Model, and Innovation Diffusion Theory.

This quantitative study used questionnaires for data collection. The samples were obtained through a Quota sampling technique that was applied to select 595 general car users in Bangkok and the Metropolitan area. Determination of the sample group, by dividing the age range of consumers into 2 groups Gen Z & Gen Y and Gen X & Gen BB., to answer a self-reported questionnaire. Data were analyzed by descriptive statistical analysis including mean, standard deviation, and multiple regression model analysis.

Results revealed that the factors affecting consumers' use of Smartphone Camera in Bangkok and the Metropolitan area with statistical significance consisted of Usage Behavior, Behavior Intention, Subjective Norm, Injunctive Norm, Perceived Ease of Use, Perceived Security, Descriptive Norm, Attitude, and Perceived Usefulness. The results implicate that the technology acceptance in the use of the Smartphone Camera was influenced by Behavior Intention, Subjective Norm, Injunctive Norm, Perceived Ease of Use, etc. The research contributions can prove and confirm the Smartphone Camera technology acceptance model; and utilize the acquired knowledge in the applied and development of marketing, including strategic planning to increase sales.