Research On The Relationship Between Young People’s Smart Jewelry Consumer Motivation And Purchase Intention

Recently,consumers have increasingly higher requirements for personalized jewelry design,and consumption of fashion jewelry that is more in line with the preferences of young consumers is also increasing.Personalized,stylish and fully functional smart jewelry has become a trend for young people to pursue fashion and individuality.The young people born in the 80 s and 90 s,as main consumer of the new generation,will be the major group of smart jewelry consumption in the future as well.Therefore,it is of great significance to study the relationship between the consumption motivation and purchase intention of smart jewelry of young groups represented by the80 s and 90 s,and to understand the implicit consumption logic,which is very vital to the healthy development of smart jewelry industry.On the one hand,the previous academic research on smart jewelry was mainly concentrated in the fields of market prospects,technology research and development,design art,etc.,and there was less research on the consumption behavior of smart jewelry for young people;on the other hand,individual characteristics are in the consumption behavior of new products,which plays a major role,consumers with different levels of innovation have different sensitivity to new products.Relatively speaking,consumers with a high level of innovation have a lower perceived risk of new products in the same environment and therefore have a stronger willingness to buy.This article chooses to take the young group as the entry point,based on the research route of "consumption motivation-dual component of consumption attitude-smart jewelry purchase intention",introduces consumer innovativeness as a moderating variable,and then further explore the relationship between the motives of smart jewelry consumption and purchase intention of young people.This article first systematically reviews the consumer motivation theory and consumer behavior related theories,starting with the concept of smart jewelry,comparing smart jewelry with traditional jewelry and wearable devices,and expounding in detail the current research status of smart jewelry at home and abroad.Analyzed and preliminarily summarized the consumption motives of smart jewelry,reviewed and combed the literature on consumer innovativeness,constructed a model of the relationship between smart jewelry consumption motives and purchase intentions of young people,and proposed research hypotheses.Based on the preliminary investigation,the reliability and validity of the questionnaire were tested,and the measurement scale was revised and improved accordingly.In the formal survey,the reliability and validity of questionnaire were first tested,and then the difference of demographic variables in the purchase intention of smart jewelry was tested based on the independent sample t test and one-way analysis of variance.Finally,use multiple linear regression models to conduct empirical research to verify the research hypothesis.The research conclusions of this article are as follows.First,in the influence of consumer motivation on smart jewelry purchase intention,identity motivation,unique motivation,self-pleasing motivation,and information acquisition motivation all have a significant impact on smart jewelry purchase intention,and the information acquisition motivation is related to smart jewelry purchase intention The most sexual,that is,when consumers buy smart jewelry,the most important thing is its intelligent attributes.Second,consumer innovativeness plays a positive role in regulating the relationship between cognitive attitude and smart jewelry purchase intention;consumer innovativeness plays a positive role in regulating the relationship between emotional attitude and smart jewelry purchase intention,namely consumption whose level of innovation of the consumer can conspicuously affect the purchase intention of smart jewelry triggered by consumers’ cognitive or emotional attitude towards smart jewelry.Third,there are apparent differences in the willingness to purchase smart jewelry among young groups of different genders,birth years,and permanent residences.However,young groups of different occupations have no transparent differences in the purchase intention of smart jewelry.From the average point of view,the scores of young groups engaged in the Internet industry and fashion industries such as jewelry are evidently higher than those of other professional young groups.The above research has the following research contributions.First,this article introduces smart jewelry into the field of consumer behavior,enriches the research content of smart jewelry,and expands its research fields.Second,previous studies on the role of consumer innovativeness between consumer attitudes and purchase intentions are based on Western consumers,and only regard consumer attitudes as a single dimension which this article divides consumer attitudes into two dimensions,and then targets Chinese locals as well as furthermore,it studies the moderating effect of consumer innovation between the dual components of consumption attitude and purchase intention for local Chinese consumers,subdivides and perfects the model of this part of the study,and also makes it possible for Chinese smart jewelry companies to target the individual preferences of target groups.Efficient marketing product strategy provides theoretical guidance.Third,through empirical analysis,we explored whether there are differences in motivation between smart jewelry and traditional jewelry,verifying how consumption motivation makes young people purchase smart jewelry,and further explored the most important consumption of smart jewelry for young people and further explored the most important consumption motives of young people to buy smart jewelry,and provide a theoretical basis for smart jewelry company’s target group segmentation positioning and product selling point determination.Smart jewelry is an emerging industry.In order to better succeed in the sales market,we must deeply understand consumers,master their internal needs and individual characteristics,and create a data model to quantify the intensity of this demand and the level of their personal characteristics,so that it is easy to find a large number of potential consumer groups;eventually,this article puts forward the following management suggestions.First,improve consumer awareness and promote better products.Second,attach importance to the functional value of smart jewelry and improve user experience.Third,grasp consumers’ motives for buying smart jewelry and determine the product’s selling point.Fourth,use user portraits for precision marketing and tap potential customer groups.