INTENTION TO USE OF SMART PHONE IN BANGKOK EXTENDED UTAUT MODEL BY PERCEIVED VALUE

Smart phones, iPhone and Black Berry, are very popular among new generation people in Thailand. The advantages in these technologies are joining with social network such as Facebook, Twitter and etc. There are many useful applications that most users enjoy like games, camera which can be downloaded easily. Moreover, it saves money for spending calling cost when they use the free application to call each other even thought they are in different country. The features of these two smart phones are trendy and fashionable. Also, the network to connect between smart phone and social network sites, supports these technologies. This study is used to interview and respondents' questionnaire. The study also investigates the significant of Perceived Value and study the different between people who use iPhone and Blackberry. Therefore, the group of respondents is classified into two groups; iPhone users and Blackberry users. The technique to be used to analyze the result is Structural Equation Model (SEM).