| In the last two years,with the rapid development of smart wearable devices,smart bracelets received great attention in the capital market,Accenture's research in 2015 shows that more than half of globa l consumers are interested in wrist smart wearable devices.Also,within the popularity of marathon,smart bracelets market has huge potential.Therefore,the research question is what factors will affect consumers' willingness-to-pay(WTP)for smart bracelets.However,most of all the previous researches about smart bracelets focusing on the market analysis and forecast,buying motivation,using experience or the applications in medical.The related research about consumers' WTP for smart bracelet s is nearly none.So,in this paper,we prepare to study the impact factors of consumers' WTP for smart bracelets,and study whether consumers' channel preference and lifestyle heterogeneity have moderating effect on it.Consumer preference is divided into online purchasing preference and offline purchasing preference;lifestyle heterogeneity is divided into sport-oriented lifestyle and technology-oriented lifestyle.We adopt ordered logit model,moreover,t o make the results precise,we will use potential users(who will buy smart bracelet soon)data to examine initial hypotheses,then use current users(who already bought smart bracelet)data to do model robustness test.We generally find that big screen,rich function and long battery can positively impact consum ers' WTP;offline purchasing channel preference can moderate the relationship between big screen,rich function and consumers' WTP,online purchasing channel preference is opposite;sport-oriented lifestyle can moderate the whole relationship;technology-oriented lifestyle can only moderate the relationship between rich function and consumers' WTP.Finally,we will provide some suggestions to smart bracelets company about price strategy,smart bracelets design and consumer positioning. |
PDF Full Text Request