Direk Tayakee is the Head of Technology and Living Solutions at SC Asset PLC, a leading real estate developer in Thailand that builds houses and condominiums. He started his career as a software engineer at Thomson Reuters. He also has experience as a Digital Product Owner (AVP) at Siam Commercial Bank and an IT Consultant for the Petroleum Authority of Thailand. He has over 19 years of experience in digital product ownership, software engineering, project management, IT consulting, business development, and IT specialist roles.
He will defend his Executive Doctorate of Business Administration (EDBA) in September 2023, on the theme “From Science-Fiction to Reality: A Deep Dive into Smart Home Adoption Through the Lens of Cognitive, Affective, and Behavioral Variables” under the supervision of Professor Lars Meyer-Waarden, Professor at the Toulouse School of Management and Business Science Institute.
Thesis Direction
Pr Lars Meyer-Waarden
Thesis Title
From Science-Fiction to Reality: A Deep Dive into Smart Home Adoption Through the Lens of Cognitive, Affective, and Behavioral Variables
Abstract
SC Asset is one of the leading real estate and property technology (prop tech) companies in Thailand. The company aims to enrich the living experience and to be a lifelong service partner of its residents by using digital technologies.
The purpose of this study is to examine the influences of technology acceptance of smart homes. We develop an extended technology acceptance model based on the unified theory of acceptance and use of technology 2 (UTAUT2), the social recognition theory, the hedonic-motivation system adoption theory, the uses and gratifications theory, the theories of transformative consumer research, and finally trust-risk theories. The extended UTAUT2 model is tested by using real smart home users in Bangkok. To our best knowledge, this research is the first research that explores in a real smart home usage context. Based on our results, we conclude that intention to use and real usage of smart home are based on both rational utilitarian preventions orientated (e.g., performance expectancy, habits, technology risk, trust) and affective promotion-oriented driven motivations (e.g., subjective well-being and hedonism).
The findings of this research include meaningful implications for managers in terms of focusing on customers’ well-being, as customers are looking for a house with a good living environment as a key. For SC Asset, the research helps to develop a business model as a solution for basic daily living support, namely health services, environmental services, psychological well-being services, and social relationship enhancement services. These services can stimulate consumers’ behavioral intention to use smart homes.
Policymakers should enact regulations to encourage real estate companies to focus on sustainable energy usage and greenhouse gas emissions reduction to benefit the populations and the overall society.