Does Sustainable Perceived Value Play a Key Role in the Purchase Intention Driven by Product Aesthetics? Taking Smartwatch as an Example

Abstract

In the face of a wide range of consumer electronic products, how can consumers take into account the sustainable development of the ecological environment during their purchase and consumption? This study established a new product aesthetics classification, divided it into interface aesthetics and product form aesthetics, and proposed a new conceptual model to test the impact of interface aesthetics and product form aesthetics on sustainable perceived value and purchase intention. In this study, smartwatches were used as the subject and a two-stage survey was carried out to collect samples from common consumers of consumer electronic products. Partial least squares (PLS) was employed to test the conceptual model and corresponding hypotheses on data collected from 425 survey samples. The research results suggested that interface aesthetics and product form aesthetics must be mediated by sustainable perceived value so as to have a positive impact on consumers’ purchase intention. Therefore, sustainable perceived value is a mediating variable for adjusting product aesthetics and purchase intention. In addition, sustainable perceived value greatly affects consumers’ green consumer behavior. Increasing the emotional durability established between consumers and products through sustainable perceived value to prolong the life of products reduces resource consumption and wave costs, and promotes sustainable development of ecological resources.

The Relationship of Symmetry, Complexity, and Shape in Mobile Interface Aesthetics, from an Emotional Perspective—A Case Study of the Smartwatch

“…The round screen of smartwatches is more easily recognized and accepted by users than the square screen. Theoretically, the round screen can be used as an aesthetic hint to trigger a coolness heuristic [18,57], which, as put forth by Leland, is more likely to support symbolic and identity-related goals [68]. A round screen gives people a cool feeling, which may make users feel unique and different, and allow them to show their identity through an attractive and cool wearable device.…”

“…According to Wang and Hsu's previous survey of smartwatch users [57], Apple and Samsung were the most highly-used smartwatch brands. The screen of the Apple watch is square and that of the Samsung Galaxy watch is round.…”

“…Moreover, running is the most common form of exercise. According to Wang and Hsu's previous survey of smartwatch users [57], we used Purposive Sampling method to select 160 college students (including undergraduate and graduate students) from a university in Nanjing, China, which included 80 males and 80 females aged between 18 and 30 years old, with an average age of (M = 23.4). All of them had normal or corrected eyesight.…”

A Study on Consumers’ Visual Image Evaluation of Wrist Wearables

“…The fuzzy theory is then used to quantify the data from participants' evaluations of representative samples into objective, helpful information [60,61]. This paper also compared the results with previous studies [21,24,49,[78][79][80][81][82][83][84][85]. In this study, wrist wearables with a shape close to a traditional watch dial (round), with a bezel and mechanical buttons (moderate complexity) and asymmetric forms may receive a higher evaluation, preference and willingness to purchase.…”

The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China

“…In the process of consuming environmentally friendly products, consumers spend time and money (perceived sacrifice) achieving other groups' approval (social value), pleasant feelings (emotional value), the availability of products (functional value), and practicing concern for the ecological environment (green value) [56,57]. Message framing motivates consumers' perceived value from multiple dimensions.…”