Technology Acceptance and Brand Equity Influencing the iPads Purchase Intention of Undergraduate Students in Songkhla Province
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Abstract
This study aimed to (1) examine technology acceptance factors influencing the purchase intention of iPads among undergraduate students in Songkhla Province and (2) investigate brand equity factors affecting the purchase intention of iPads among undergraduate students in Songkhla Province. The sample consisted of 400 undergraduate students in Songkhla Province, selected using multi-stage sampling. The research instrument was a questionnaire comprising multiple-choice items and five-point Likert-scale questions. The statistical methods used for data analysis included descriptive statistics (percentages) and multiple regression analysis. The results revealed that technology acceptance had a statistically significant positive effect on undergraduate students’ purchase intention toward iPads in Songkhla Province. Among the technology acceptance factors, perceived usefulness exerted the strongest influence, followed by perceived risk, perceived ease of use, and social influence, respectively. The model accounted for 61 percent of the variance in purchase intention. In addition, brand equity was found to have a significant positive effect on purchase intention. Perceived quality and brand loyalty were the most influential factors, followed by brand associations and brand awareness. The model explained 68 percent of the variance in purchase intention. These findings indicate that students’ intention to purchase iPads is driven by the combined evaluation of technological attributes and brand-related value.
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