The Growth and Adoption of Smart Home Technology: Exploring the Market Trends, Consumer Behavior, and Strategic Implications

ABSTRACT

Smart home technology is rapidly gaining traction in Thailand, driven by increasing affordability, enhanced category relevance, and growing consumer familiarity with connected devices. As digital transformation accelerates across various sectors, Thai households are progressively incorporating smart devices to improve quality of life, security, and energy efficiency. This study investigates market trends, behavioral drivers, and strategic business implications surrounding smart home adoption in the Thai context. By employing the Technology Acceptance Model (TAM) and the Task-Technology Fit (TTF) framework, the research identifies key adoption factors such as perceived usefulness, ease of use, and the alignment between technological features and consumer needs. Despite increasing awareness and interest, affordability, perceived value, and limited product knowledge remain notable barriers to widespread adoption. Through comparative brand analysis, the study reveals how two market-leading companies have emerged as frontrunners by offering cost-effective and user-centric solutions. In contrast, premium segment competitors continue to face challenges due to higher pricing and less effective localization strategies. Strategic recommendations include flexible pricing models, targeted consumer education campaigns, investment in supply chain resilience, and enhancements in cybersecurity protocols. Future research directions should examine the role of AI-driven personalization, hybrid living environments, and trust-building mechanisms in promoting smart home integration. Ultimately, by addressing affordability, usability, and security concerns, smart home technology can become deeply embedded in Thai households, supporting a future of enhanced efficiency, sustainability, and convenience.

LEARNING OBJECTIVES

• Understand the current growth trajectory and market performance of smart home technology in Thailand.

• Identify key psychological, technological, and economic factors influencing consumer adoption behavior.

• Examine the relevance and application of the Technology Acceptance Model (TAM) and Task-Technology Fit (TTF) framework to smart home adoption.

• Assess the competitive landscape among major smart home brands and the implications for market strategy.

• Explore pricing, usability, security, and awareness as levers for improving consumer engagement and retention.

• Analyze supply chain and industrial strategies for scaling smart home product availability and operational excellence.

• 7Recommend forward-looking strategies for businesses to align with evolving consumer needs and technological trends.