| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程(AMBA) === 104 === Wearable devices measuring vital signs can help us to reach the effect of health care and fitness and it is become the business trend recently. Lots of companies and firms get into innovating wearable devices. In order to attract consumers to buy wearable devices, firms should aware and know consumer’s choice behavior. Besides, wearable devices contain personal information, whether consumers care the risk is also an important issue that firms should know. The study explores consumers’ choice behavior by applying the theory of consumption values on the purchase intention of wearable devices. It also examines whether the perceived risks interfere the relationship between the consumption value and purchase intention. The results indicate the functional value, emotional value and epistemic value are positively influence consumers’ purchase intention. The results also show that social value and conditional value are not positively influence consumers’ purchase intention. And perceived risks don’t interfere the relationship between consumption value and purchase intention. That means if wearable devices contain the higher functional value, emotional value and epistemic value, then consumers’ purchase intention is higher. Based on the research result, we suggest firms should focus on the performance of functional value, emotional value and epistemic value on the wearable devices to alleviate consumers’ purchase intention.
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