Title: How do smartwatch price and brand awareness drive consumer perceptions and purchase intention? A perceived value approach

Authors: Bharath Ramkumar; Yuli Liang

Addresses: Department of Human Ecology, The State University of New York at Oneonta, 214 Human Ecology Building, Oneonta, NY 13820, USA ' School of Family and Consumer Sciences, Texas State University, 601 University Drive, San Marcos, TX 78666, USA

Abstract: With the usage of smartwatches steadily increasing, several brands, both well-known and unknown, have emerged to gain market share in this growing sector of wearable-tech products. Using the perceived value approach to understand the differences in and relationships between consumer perceptions of a smartwatch among different price points and brand awareness levels, this study found that perceived quality, value for money, brand trust and purchase intention differed across price points of the unknown brand, while perceived quality, value for money and brand trust differed across price points of the well-known brand. A causal model revealed positive influence of brand trust on perceived quality, which in turn influenced value for money. Value for money exerted a positive influence on purchase intention. Perceived risk had a negative influence on purchase intention, while having no influence on value for money. Brand awareness had an inconsistent moderating influence on these relationships.

Keywords: smartwatch; wearable-tech; perceived value; perceived quality; perceived risk; brand awareness; price; purchase intention; brand trust; consumer perceptions.

DOI: 10.1504/IJTMKT.2020.110126

International Journal of Technology Marketing, 2020 Vol.14 No.2, pp.154 - 180

Received: 12 Jun 2019
Accepted: 21 Apr 2020

Published online: 06 Oct 2020 *

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