With the progress of science and technology, a wide range of intelligent products have come out, such as sports bracelet or smart watches, and from the wisdom of mobile phones began, all kinds of related APP gradually developed, but also gradually into people''s lives is to further affect the human life style.
In 2013, more and more technology manufacturers like Google, Samsung, Sony, LG, Apple, and so on, all of them have invested in smart watches this product, it seems that also shows the development of smart watches.
The purpose of this study will be through the perceived value (functional value, hedonic value, perceived sacrifice, symbolic value) of these four facets, and attitude to explore the consumer''s intention let them to purchase the smart watches.
This study collects data from online questionnaire, where random samples are selected. Lisrel 8.7 and SPSS 22.0 are applied to analyze the data. Through employing structural equation modeling to test the hypotheses, results are gathered as below:
(1)In Taiwan''s smart watch market, the functional value and symbolic value through the attitude of the purchase intention has a critical influence.
(2)In Taiwan''s smart watch market, the wisdom of the value of the watch face through the attitude to be mediated in order to affect the purchase intention.