Using Health Consciousness and Brand Image Explore Purchasing Intention of Sports Wearable Devices
| Autor: | YI, JIAN-CHUN, 易建春 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 In recent years,wearable devices make a splash in almost every international electronic exhibition nowadays. According to the market size and the growth rate, they can be said as the rising stars of the high-tech industry. The former researches pointed out that the brandimage is the key when customers choose the products. Moreover, the relationship between exercise behavior and health is inseparable. As a consequence, this study aims at purchase intention of wearable devices by using Technology Acceptation Model（TAM）as a research framework. The health consciousness and brandimage are the external variables of TAM. The study used Google forms to conduct the survey.The health consciousness scale, brand image scale and technology acceptance model theory are used as the bases for the questionnaire design. This study showed that the questionnaire has a certain degree of reliability and validity through the pre-test. Finally, 455 questionnaireswere obtained. There are 25 invalidquestionnaires and 430validquestionnaires in total. The research usedSPSS20.0statisticalsoftware to analyze the collecteddatawith reliability and validity,descriptive statistics, factor analysis, Pearson correlation coefficient and regression analysis. Thefindings of the study wereconcluded as follows: 1. Health consciousness and brandimage have positiveeffectson perceivedusefulnessand perceivedeaseofuse of wearable devices. 2.Perceivedeaseofuse of wearable deviceshas positiveeffectonperceivedusefulness. 3.Perceived usefulnessand perceivedeaseofuse of wearable devices have positiveeffectson users’ attitude. 4. The attitude of using wearable devices has a positiveeffecton purchase intention. 5. Health consciousness and brandimage influenced customers’ usage attitude and purchase intention through the perceivedusefulnessand perceivedease of useofusing wearable devices. As a result, the manufacturers of wearable devices should be aware of the influences of health consciousness and brand imageon customers, and thus produce fashionablewearable devices that conform to fashion trends, and highlight personal styles. Moreover, to attract consumers to purchase wearable devices,they need to focus on the relavence of sports and health on marketing. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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