Factors Affecting Saudi Consumers' Acceptance of Smart Products and Their Relationship with Purchase Intentions: A Study Within the Unified Theory of Acceptance and Use of Technology (UTAUT2)

Abstract

Using the Unified Theory of Acceptance and Use of Technology (UTAUT2) as a framework, this study sought to assess Saudi consumers' awareness of smart products and their types, as well as their attitudes and the factors influencing their acceptance of these items and the correlation between acceptance and purchase intention. Using an electronic questionnaire and a multi-stage sampling strategy, 400 Saudi consumers from the Kingdom's northern, southern, eastern, western, and central regions provided data for this descriptive study. The study's key conclusions are as follows: Customers have a favorable opinion of smart products and are looking for goods that provide superior performance, convenience, and safety standards. The study additionally revealed that consumers hold a favorable opinion of the value and advantages of utilizing smart devices, despite persistent concerns about cost, privacy and security. It was uncovered that the most reliable sources for information on smart goods were social circles, mainly friends and family. The study demonstrated a robust positive correlation between purchase intention and actual usage behavior of smart goods, with the anticipated product performance significantly influencing purchase intention. Furthermore, the study indicated that personal innovation, social influence, and enjoyment motivation all favorably impact purchase intention and usage behavior, and to enhance both usage intention and actual use, the study emphasized the need of becoming proficient in the use of smart devices. These findings offer significant insights for marketers and decision-makers to fully understand Saudi consumer behavior about smart devices and to formulate efficient strategies for marketing these goods.