A study on Purchase Intention for Smartwatch with special reference to Surat Navsari and Bardoli

Abstract

The research study is conducted to study the Purchase Intention for smartwatch with selected places of Southern Gujarat named Surat, Navsari and Bardoli. The samples were collected from respective cities as per their population according to census,2011 release data. A thorough Literature Review is done to understand the basics of Consumer Behaviour specifically Purchase Intention with reference to technological products with more emphasis on wearables and specifically smartwatch. The study is based on technological acceptance theories like IDT (Innovation Diffusion Theory), TAM (Technological Acceptance Theory) and UTAUT (Unified Theory of Acceptance and Usage Intention). The study consists of sample size of 960 for which more than 1000 questionnaires were administered. The samples were collected using quota sampling from three different places Surat city, Navsari city and Bardoli town after that convenience sampling and snowball sampling was used to derive samples from each place. The data was collected using Google Form (as it is also found in study (K.-L. Hsiao, 2017) that online survey is more appropriate where geographical constraints cannot interrupt the study) during the period of August 2021 to December 2021. newlineIn Data Analysis, Exploratory Factor Analysis was applied to identify the factors that impact the Purchase Intention for smartwatch. The items having more than 0.6 factor loadings were considered significant and total of 8 factors were identified with more than 1 Eigen Value. After that Confirmatory Factor Analysis was used for the confirmation of the identified factors along with the CFA, model fit was also identified. Measurement Model and Structural Model Fit was measured using Chi Square Statistics, CFI, GFI, AGFI, NFI, RMR and RMSEA. The validity of the measurement tool was tested using Stat Tool Package online. The Average Variance Extracted (AVE) value for all the Latent variables was measured more than 0.5 which indicates that convergent validity is achieved for the measurement tool