Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates how perceived values among young consumers affect their intention to purchase smartwatches. Understanding the relationship between perceived values and purchase intention is essential for developing marketing strategies that effectively influence young consumers' decisions to buy smartwatches. This paper outlines a research design aimed at exploring how young consumers' perceived values impact their purchase intentions towards smartwatches, while also examining the moderating role of Fear of Missing Out (FOMO) in the relationship between consumer attitude and purchase intention. Data was collected through an online survey, with responses from 300 completed questionnaires analyzed using SPSS 27 and SmartPLS 4 statistical software. The findings indicate that hedonic or emotional value is more significant to young consumers than utilitarian or functional value. Additionally, FOMO serves as a moderator, affecting the link between consumer attitude and their intention to purchase smartwatches. These findings provide valuable insights for marketers and entrepreneurs aiming to create more effective marketing strategies to attract and engage young consumers.
Institution: National University of Mongolia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $469
OpenAlex ID: W4411123742