The Influence of Consumer and Product Characteristics on Intention to Repurchase of Smart band

Focus on Chinese Consumers

Abstract

This study examined whether or not consumer preferences and product evaluation influenced user satisfaction, intention to use continuously, and intention to repurchase during the purchase and use of smart bands. In addition, The study examined the influential degree of decisive factors for satisfaction and intention to use continuously (IUC), inter alia, consumers’ psychological characteristics (i.e. innovativeness and self-efficacy), usage motivation (i.e. fashion leadership and health concern), and product characteristics (i.e. perceived usefulness, perceived ease of use, and aesthetics. First, these variables-the consumer’s psychological characteristics, usage motivation, and product characteristics - did not directly address the intention to repurchase. However, they did influence satisfaction and IUC which will eventually lead to repurchase. In short, the increase of seven decisive factors would not necessarily mean a direct increase of the repurchasing event, but they do have indirect influence in the case where users feel satisfaction and intention to use continuously. Also, aesthetics and health concern had strong influence, while innovativeness and self-efficacy had minor influence. Second, the study results show that the influence of innovativeness and self-efficacy was minor, and it indicates that users no longer insist smart band products to be further requested to accomplish innovative or challenging tasks. It indicates that satisfaction and IUC are important predictors, because they can be used to predict user’s intention to repurchase by identifying whether or not the smart band had met the user’s expectation.