Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 65, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102872
Keywords
Wearables; Visual aesthetics; WTP premium; Perceived quality; Perceived enjoyment; Involvement
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This study empirically examines the impact of the visual product aesthetics of wearables on consumers' willingness-to-pay (WTP) premium and finds a significant and positive association between visual aesthetics and WTP, perceived product quality (PQ), and perceived enjoyment (PE) of wearables. PE mediates the relation between visual aesthetics and WTP, while PQ does not. Consumer involvement moderates the relation between visual aesthetics and WTP.
Does design, not technology, affect consumers' valuation of wearable devices? This study empirically examines the impact of the visual product aesthetics of wearables on consumers' willingness-to-pay (WTP) premium, along with the relevant intervening consumer psychology of perceived benefits. The results of an online survey revealed a significant and positive association between the visual product aesthetics of wearables and WTP, perceived product quality (PQ), and perceived enjoyment (PE) of wearables. In addition, PE mediated the relation between visual aesthetics and WTP, while PQ did not. Meanwhile, consumer involvement moderated the relation between visual aesthetics and WTP. Implications and limitations were discussed.
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