Physical Self Matters: How the Dual Nature of Body Image Influences Smart Watch Purchase Intention

The impact of consumer positive personality on the purchase behavior of smart products

While the consumption of smart products is continuously increasing, it is essential to explore the trigger mechanism of consumer behavior in respect of smart product purchase. In this scenario, we aim to investigate the impact of consumers’ positive personality on the purchase behavior. We constructed a structural equation model based on the partial least square method and tested our hypotheses on the basis of data analysis. The data were collected by conducting a survey of 326 Chinese consumers. We found two affecting paths from consumers’ positive personality to smart product purchase. First, consumer knowledge promoted by positive personality raises purchase intention and, in turn, stimulates purchase behavior. Second, consumers’ positive personality improves perceived income, which determines actual purchase behavior. This study deepens our understanding of the trigger mechanism of smart product purchase behavior and enriches the consumer behavior theory.