Factors Influencing Art Toy Purchases from POP MART Vending Machines: A UTAUT Perspective
Article Sidebar
Main Article Content
Abstract
This research examines factors that influence the adoption of vending machines for the purchase of art toys by Thai consumers, using The Unified Theory of Acceptance and Use of Technology (UTAUT) framework. As automated retail is becoming more popular in Thailand, an understanding of consumer acceptance will be needed for successful implementation. In the present research, a survey was conducted among a sample of 480 Bangkok consumers who have had experience using vending machines, using convenience sampling conducted on-site at POP MART vending machine locations between June and July, 2025. The sample included participants aged 15 or older who had purchased an item from the vending machine, in the last six months prior to the survey. All UTAUT factors significantly influenced purchase intention: performance expectancy (β = 0.202, p < 0.001), facilitating conditions (β = 0.199, p < 0.001), effort expectancy (β = 0.167, p = 0.049), and social influence (β = 0.100, p < 0.001). Purchase intention strongly affected purchase behavior (β = 0.467, p < 0.001), Mediation analysis revealed that purchase intention fully mediated the relationships between performance expectancy, effort expectancy, and facilitating conditions and purchase behavior, while social influence showed no mediation effect. The findings demonstrate that all UTAUT factors significantly influence consumers' purchase intention, with performance expectancy and facilitating conditions being particularly influential. These factors subsequently impact actual purchase behavior through purchase intention, indicating that vending machines can be successfully adopted in emerging markets.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
References
Adiratna, H. D., & Wulansari, A. (2021). Factors influencing purchase intention of elancing using UTAUT model: A case study of Mahajasa. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(9), 590–602. https://doi.org/10.47405/mjssh.v6i9.1056
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Almazroa, M., & Gulliver, S. (2018). Understanding the usage of mobile payment systems- The impact of personality on the continuance usage. 2018 4th International Conference on Information Management (ICIM) (pp. 188–194). IEEE. https://doi.org/10.1109/INFOMAN.2018.8392833
Bajunaied, K., Hussin, N., & Kamarudin, S. (2023). Behavioral intention to adopt FinTech services: An extension of unified theory of acceptance and use of technology. Journal of Open Innovation: Technology, Market, and Complexity, 9(1), Article 100010. https://doi.org/10.1016/j.joitmc.2023.100010
Bervell, B., & Arkorful, V. (2020). LMS-enabled blended learning utilization in distance tertiary education: Establishing the relationships among facilitating conditions, voluntariness of use and use behaviour. International Journal of Educational Technology in Higher Education, 17, Article 6. https://doi.org/10.1186/s41239-020-0183-9
Boonngamsom, A., & Thongyaem, P. (2025). The modelling of factors influencing consumer purchase decision for Tao Bin vending machine products in the Bangkok and metropolitan region. The Journal of Pacific Institute of Management Science, 11(2), 500–516.
Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment. SAGE Publications.
Chinatiworn, N., & Limsuwan, P. (2024). The influence of consumer value awareness on art toy purchase decisions (in Thai). Procedia of Multidisciplinary Research, 2(5), 1–7.
Curran, P. J., West, S. G., & Finch, J. F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Psychological Methods, 1(1), 16–29. https://doi.org/10.1037/1082-989X.1.1.16
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Farhat, R., Yang, Q., Ahmed, M. A. O., & Hasan, G. (2025). E-Commerce for a sustainable future: Integrating trust, product quality perception, and online-shopping satisfaction. Sustainability, 17(4), Article 1431. https://doi.org/10.3390/su17041431
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gunawan, C. M., Rahmania, L., & Kenang, I. H. (2023). The influence of social influence and peer influence on intention to purchase in e-commerce. Review of Management and Entrepreneurship, 7(1), 61–84. https://doi.org/10.37715/rme.v7i1.3683
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage.
Interesse, G. (2025, June 26). China's Collectible toys market: Key insights from Pop Mart's Labubu phenomenon. China Briefing. https://www.china-briefing.com/news/chinas-collectable-toys-market-pop-marts-labubu-phenomenon/
Khamsanyot, K., & Na Keeree, P. (2025). Factors influencing consumer purchase decisions for art toys in the secondary market (in Thai). SSRU Graduate Studies Journal, 18(1), 106–126.
Kim, Y., Blazquez, V., & Oh, T. (2024). Determinants of generative AI system adoption and usage behavior in Korean companies: Applying the UTAUT model. Behavioral Sciences, 14(11), Article 1035. https://doi.org/10.3390/bs14111035
Laksono, L. A. P. B., & Darma, G. S. (2024). Intention to sell on E-marketplace: Performance expectancy, effort expectancy, social influence, facilitating conditions, price value. Quantitative Economics and Management Studies (QEMS), 5(1), 61–81.
Lorenzzo, D. (2025, July 8). Vending machines thrive in Thailand amid changing consumer trends. Thailand Business News. https://www.thailand-business-news.com/lifestyle/227020-vending-machines-thrive-in-thailand-amid-changing-consumer-trends
Natalia, H. D., & Aprillia, A. (2025). Exploring the impact of e-WOM on generation Z purchase intention: The mediating role of brand image and perceived quality. IAIC Transactions on Sustainable Digital Innovation (ITSDI), 6(2), 164–176.
Nopgarun, C., Chomsiri, C., Kamsoma, T., Siripong, S., & Sammasut, T. (2025). The influence of social media communication and influencers on the purchase decisions of generation Z in Thailand toward art toy mystery box. Journal of Srivanalai Vijai, 15(1), 85–100.
Noviana, R., Dewi, I., & Fathin, S. (2025). Examining the effects of Instagram promotion and marketplace trust on women's fashion product online purchase behaviors. 2025 IEEE International Conference on Interdisciplinary Approaches in Technology and Management for Social Innovation (IATMSI) (pp. 1–6). IEEE. https://doi.org/10.1109/IATMSI64286.2025.10984974
Oláh, J., Khan, K. A., Akhtar, M. A., & Chuluunbaatar, E. (2024). Take a ride on the green side: E-vehicle purchase intentions in the emerging economy context. Economics and Sociology, 17(3), 267–290. https://doi.org/10.14254/2071-789X.2024/17-3/14
Pavanavivat, N. (2018). Factors influencing the acceptance and adoption of vending machine of millennials and generation Z in Thailand (in Thai) [Independent study, Thammasat University]. TU Digital Collections. https://ethesisarchive.library.tu.ac.th/thesis/2018/TU_2018_6002115159_10071_9963.pdf
POP MART Thailand. (2025, July 31). Store locations. http://www.popmart.com.th
Pu, L., Radics, R., Umar, M., Jeremiah, F., & Quan, Z. (2025). The potential of AI tools in shaping digital consumers’ behavior: Investigating e-commerce engagement of Chinese generation Z. Asia Pacific Journal of Marketing and Logistics, 37(9), 2720–2737. https://doi.org/10.1108/APJML-08-2024-1048
Ramadhina, N. A., Rubiyanti, N., & Mangruwa, R. D. (2025). The influence of performance expectancy, effort expectancy, and social influence on use behavior with behavioral intention as a mediator (A case study of cash on delivery (COD) system users in marketplaces). International Journal of Social Science and Human Research, 8(1), 215–224. https://doi.org/10.47191/ijsshr/v8-i1-24
Rizkika, I., Pangestuti, E., & Iqbal, M. (2023). The effect of trust, performance expectancy, and mobile application quality on purchase intention and purchase decision: Evidence from Malang city. Wacana, Jurnal Sosial dan Humaniora, 26(1), 40–46.
Sehat, N. S., Daud, S. R., Ahmad, K. S., Suhaime, I. L., & Jogeran, J. (2024). Acceptance factors affecting the intention to use mobile payments: QR code applications. Information Management and Business Review, 16(1(I)), 287–304.
Shi, W., Li, L., Zhang, Z., Li, M., & Li, J. (2025). Research on driving factors of consumer purchase intention of artificial intelligence creative products based on user behavior. Scientific Reports, 15, Article 17400. https://doi.org/10.1038/s41598-025-01258-x
Venkatesh V., Morris M. G., Davis G. B., & Davis F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Wu, G., & Gong, J. (2023). Investigating the intention of purchasing private pension scheme based on an integrated FBM-UTAUT model: The case of China. Frontiers in Psychology, 14, Article 1136351. https://doi.org/10.3389/fpsyg.2023.1136351
Yang, Q., Al Mamun, A., Gao, J., & Makhbul, Z. K. M. (2023). Modeling the intention and usage of medicine vending machine: Using partial least squares-structural equation modelling and necessary condition analysis. Digital Health, 9, 1–15. https://doi.org/10.1177/20552076231194935
