Beyond functionality: how perceived value shapes purchase intention for smart wearable fitness devices?

Purpose This study aims to explore the influence of perceived value on consumers’ purchase intention for smart wearable fitness devices (SWDs) users, emphasizing the mediating role of brand identification. Design/methodology/approach Drawing upon the multidimensional framework of perceived value, including functional value, perceived price, emotional value and social value, this research proposes an integrated model to understand how these perspectives affect brand identification and ultimately drive purchase intention. A survey of 405 active users of SWDs in China was conducted, and structural equation modeling was employed to validate the hypothesized relationships. Findings The findings reveal that all four dimensions of perceived value significantly and positively influence brand identification and purchase intention; of them, perceived price is the strongest predictor of purchase intention, while social value most strongly influences brand identification. Moreover, brand identification is found to be a significant mediator, reinforcing the psychological bridge between perceived value and purchase intention. Originality/value The findings contribute to advancing theoretical understanding of integrating value-based and identification-based perspectives and offer practical guidance for SWDs marketers in refining pricing strategies, enhancing product functionalities and strengthening brand identification through emotional and social value alignment. This study provides a comprehensive framework for understanding consumer behavior in the rapidly evolving SWDs market.