Research on Influencing Factors of Purchase Intention of Smart Watches

Abstract

With the rapid development of Internet, the mobile technology is booming and various mobile devices are also developing continuously. Among them, the concept of wearable devices receives much attention. The intelligent wearable devices develop our daily installation through intelligent installation technology to design intelligent wearable devices that we can wear. And the SmartWatch is an important component in intelligent wearable device development and also a great trend for the future intelligent device development. The purpose of this research is to investigate the influence of smart watch on purchase intention. Recently, in academic circles, most smart watch researches focus on the market analysis and prediction for smart watch, but the research about the purchase intention is relatively inadequate. Therefore, this research is aimed at discussing how the purchase motive of various kinds of consumers influence the purchase intention. The purchase motive of consumers can be divided into seven variables: perceived usefulness, perceived ease of use, innovative, price acceptance, herd mentality, flaunt and brand loyalty. Taking TAM model as the basic framework, this article builds a research model combined with the advantages of other models. Through the analysis, it is found that except for perceived ease of use and brand loyalty, other 5 variables all have obvious effect on the purchase intention. At last, according to the research results, this article puts forward some measures about smart watch product design, price strategies and so on to help companies have precision marketing in the smart watch market.