The Model of Relationship between the Perceived Values and the Purchase Behaviors toward Innovative Products

As technologies have become ever innovative and mobile devices have become ever popular in recent years, most enterprises have been seeking innovation in their products to enhance the purchase intention of consumers and thus maintain their competitiveness. APPLE WATCH is one of such products. This study adopted the literature analysis and the empirical research to discuss the relevance among consumers’ perceived values (functional value, emotional value, epistemic value, social value, and conditional value), attitudes, purchase intention and actual purchase behavior and analyzed the differences in the relations among all the perspectives between those who had other APPLE products and those who did not. Through a questionnaire, this study adopted the convenience sampling in an investigation into those aging 20 or more in Taiwan and collected 760 valid copies. According to the results, there were significant differences in the intensity of five relation paths between those who had other APPLE products and those who did not. Specifically, (1) functional value had more significant positive effects on the path of consumer behaviors among those who did not have other APPLE products than among those who did; (2) epistemic value had more significant positive effects on the path of consumer attitudes among those who had other APPLE products than among those who did not; (3) conditional value had more significant positive effects on the path of consumer attitudes among those who did not have other APPLE products than among those who did; (4) emotional value had more significant positive effects on the path of consumers’ purchase intention among those who had other APPLE products than among those who did not; (5) epistemic value had more significant negative effects on the path of consumers’ purchase intention among those who had other APPLE products than among those who did not. The research results showed that there might be some differences in behavior model between the two groups. These results can serve as reference for practitioners in their making decisions on marketing.