| dc.description.abstract | With innovative development of technology and applications of ‘Internet of Things’ (IoT), smart and green products have played an important role in the applications of IoT. Through summarizing literature review, this study tried to find out factors that may affect the purchase intention and use intention of smart and green product. I also hypothesized that these factors would significantly affect purchase intention and use intention of smart and green product. Structural equation modeling (SEM) was applied to test the proposed hypotheses. The target of this study is on the generation Y consumers. Accordingly, 316 samples based on internet questionnaire were collected for hypothesis testing. Results of SEM analysis suggest that the factors of social influence, personal norms, value, awareness, perceived seriousness of environmental problems, expected usefulness, and personal innovativeness in IT have positive and significant influences on purchase intention. Additionally, the factors of personal norms, perceived seriousness of environmental problems, ease of use, expected usefulness, personal interest on service, and personal innovativeness in IT would affect use intention of smart and green product. Moreover, expertise and availability would significantly affect use intention of smart and green product in a negative way. The result shows that different factors affect consumers’ purchasing and use behavior on smart and green products. Therefore, firms can refer the findings of this research to modify their marketing, R&D, and strategical positioning in order to provide the smart and green products that satisfy customers’ needs. | en_US |