| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 105 === With the evolution of technology, the development of wearing technology gradually matures. Of all wearable devices, the highest visibility for the wrist-based products (smart bracelet, smart watch) is considered to be the most popular devices. According to Market Intelligence & Consulting Institute (MIC) of Taiwan, the annual growth rate of wearable devices has gone up to 42%. Such a strong growth rate has stimulated investment in smart watches. Therefore, understanding consumer involvement and purchase behavior of Smart Watch becomes an imperative task to both academia and practitioners. This study investigated the effects of fashion involvement (i.e. innovativeness, interpersonal communication, interest, knowledgeability, awareness) and product involvement (i.e. importance, pleasure, sign, risk importance) towards the attitude and desire of purchasing wearable devices such as smart watches. 740 samples were obtained using an online questionnaire survey. The results showed that "interest" and "awareness", factors of fashion involvement, as well as "pleasure", "importance", and "risk importance", factors of product involvement, had significant influences on product attitude and purchase intention. "Interpersonal communication" and "awareness", as well as "importance" and "sign" had significant influences on product purchase desire and purchase intention. Also, the research model was moderated by prior wearable device purchase experience. The results provide better insights for the wearable device companies on sales promotion and product development.
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