Underpinning motives and outcomes of consumer decision-making in the wearable sports technology products market
The next enormous trend in the technology domain following on from computers, laptops, tablets and smartphones is predicted to be in the market of wearable sports technology products (WSTPs), with analysts expecting this market to be worth over $150 billion by 2026 (Cheng & Mitomo, 2017). Despite the continued growth in the WSTP market, the sales of WSTPs faces vast challenges if they are to increase. To date, there is no reliable evidence for how to motivate and increase consumer purchase behaviour. This indicates that more research is needed on potential consumers’ intentions leading to actual purchase behaviour in order to increase sales of WSTPs. These products have been broadly applied in the fields of sports, healthcare and individual communications, and are often associated with creativity, innovation and even novelty. A number of studies has focused on WSTPs using several models related to technology, yet few have examined the role of the marketing communication strategy as the external stimulus in this market. From this perspective, the study seeks to remedy these problems by hypothesizing a model encompassing motives, marketing communication, cognition, purchase intentions and actual purchase behaviour. A review of the literature and empirical theories, including the theory of reasoned action (Fishbein & Ajzen,1975), the theory of planned behaviour (Ajzen, 1985, 1991), the technology acceptance model (Davis, 1989), the unified theory of acceptance and the use of technology (Venkatesh et al., 2003) followed by the technology readiness and acceptance model (Lin et al., 2007) and the stimulus-organism-response paradigm (Mehrabian & Russell, 1974), was initially undertaken to confirm the relevance of the study. The methods used to examine this study integrated the triangulation approach of mixed methods research. This informed the subsequent examination of data from 15 interviews (12 consumers and 3 marketers), leading to the development of a questionnaire. An online questionnaire was posted via social media and other social networks for pilot testing and collected in person, resulting in 301 samples. The responses were analysed by using SPSS software, while structural equation modelling (SEM) was employed and smart partial least squares (Smart PLS) utilised to identify specific constructs and path models. Seven constructs were identified, including IT innovation, health issues, word of mouth, advertising, cognition, purchase intentions and actual purchases. Two full mediation and four complementary mediation effects were also confirmed. A final stage involving six structured face-to-face interviews was organized to examine the reliability and validity of the outcomes of consumer behaviour decision-making in the WSTP market.The contribution of this study is related to the understanding of the constructs and mediating effects that marketers will apply to their marketing strategies, based on this model association with motives, marketing communication, cognition, purchase intentions and actual purchase behaviour in the WSTP context. It also facilitates the improvement of purchase velleity and supports marketers in targeting consumers in different market segments. Furthermore, this research can also enlighten WSTP marketers so as to exploit the mediators in the decision-making process in order to eventually accomplish the buying goal of consumers. In light of the findings, the study finishes by reviewing the issues and implications for academics, researchers and practitioners.Keywords: wearable sports technology products, consumer decision-making, motive, actual purchase behaviour, SPSS, SEM, SmartPLS, the mediation effect
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