Consumers’ Purchasing Intention and Exploratory Buying Behavior Tendency for Wearable Technology: The Moderating Role of Sport Involvement

Abstract

Research has indicated that consumers who possess a purchase intention have a greater exploratory buying behavior tendency. However, the background introduction of new technology products such as wearable devices has not received sufficient research attention. Accordingly, the present study proposes that there is a positive relationship between purchase intention and exploratory buying behavior tendency, using sport involvement as a moderator. A total of 302 valid questionnaires were collected in Taiwan with an effective recovery rate of 60.4%. We found that there was a significant positive correlation among exploratory buying behavior tendency, exploratory acquisition of products, exploratory information seeking, sport involvement and purchase intention. Moreover, purchase intention significantly predicted the change in exploratory buying behavior tendency. In addition, purchase intention and sport involvement have a significant interaction effect in predicting the change in exploratory buying behavior tendency. Specifically, the positive relationship between purchase intention and the change in exploratory buying behavior tendency increased especially for consumers who felt lower sport involvement. Implications and applications of the study findings are discussed.