Adopting Smart Pet Devices in Thailand: A UTAUT Perspective

Abstract

The purpose of this study was to examine the adoption of pet owners in Thailand to Internet of Things (IoT)-enabled smart pet devices using the unified theory of acceptance and use of technology (UTAUT). Using the UTAUT model, the authors investigated the roles of performance expectancy, effort expectancy, and social influence on the intention to adopt smart pet devices in the context of pet care. The authors found that consumers view smart pet devices as convenient, better for their animals' well-being, and more responsible forms of pet care than traditional methods. Although consumers perceive smart pet devices as being convenient and better for their pets, there is a significant barrier to adoption -- the perceived complexity of using them; therefore, it is critical for device manufacturers to develop easy to use and localized interfaces, as well as provide users with adequate support. Consumers' social networks, including family members, veterinarians, and online pet communities also significantly affect the dissemination of new ideas about the adoption of smart pet devices. While this study examined consumer acceptance of smart pet devices, it demonstrated that they can contribute to the goal of sustainable living by reducing waste and encouraging consumers to make eco-friendly choices. The results of this study provide a comprehensive understanding of how technology adoption of pet owners in Thailand relates to their lifestyles, cultural values, and environmental concerns, and provides recommendations for product design, entrepreneurship, and policy makers to foster innovative products that are responsible and culturally relevant. The results were framed within the broader cultural dynamic of Thailand and recognized the impact of globalized influences and daily practices on the technology adoption behaviors of Thai pet owners.