Factors Influencing Art Toy Purchases from POP MART Vending Machines: A UTAUT Perspective

บทคัดย่อ

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.