This TPB study compares purchase intentions for smartwatches and traditional watches, showing differing influences of attitudes and social norms.
Abstract This study applies an extended TPB to compare purchase intentions for smartwatches and traditional watches in Shenzhen. A structured survey of 402 consumers used parallel measures across categories; data were analyzed via CFA, SEM, and multi-group SEM with measurement invariance. Findings reveal construct asymmetry: attitude (ATT) dominates smartwatch intention, indicating a rational–utilitarian pathway centered on functional utility and digital integration; subjective norm (SN) dominates traditional watch intention, indicating a normative–symbolic pathway tied to status and ceremonial relevance. Perceived behavioral control (PBC) significantly predicts intention for both with similar strength. The study’s novelty lies in modeling dual-product competition through parallel measurement and MGSEM to demonstrate value-contingent construct salience within a technology-intensive yet culturally embedded urban context. Managerially, results translate utilitarian lifestyle orientation into outcome-based positioning for smartwatches, while guiding heritage-anchored strategies for traditional watches. Limitations and future directions are discussed.
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Fu et al. (2025) studied this question.
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