Factors Influencing Intention to Use of Smartphone Applications in Thailand

This study aims to investigate customer behavior and attitude by exploring factors that influence smartphone users' intention to download and use applications. Structural Equation Modeling is used to test the model and the proposed hypotheses. Descriptive analysis and factor analysis are also conducted to verify validity and reliability of the data. The results showed that perceived east of use (EU), perceived image (PI) and perceived cost (PC) show significant influence on CS. Perceived cost (PC) and customer satisfaction (CS) show significant influence on intention to use (IU), however perceived east of use (EU) and perceived image (PI) didn't have significant influence on intention to use (IU). This study analyzed a total sample of 400 Thai respondents. The results of this study can be useful for the marketers and other researchers to distribute, improve and study more about smartphone applications and user behavior. The app developers can use this research to improve and develop new applications based on consumers' needs.