Research on the Influencing Factors of Purchase Intention of Smart Bracelet Based on Structural Equation Model—Taking Beijing as an Example

在信息革命的推动下，智能穿戴设备市场快速增长，2024年可穿戴腕带类设备全球出货量达1.93亿台。作为其中的重要品类，智能手环凭借其健康监测的便捷性与价格优势突出重围，但同时也面临消费者接受度差异的挑战。本文基于消费者视角，采集北京市702份有效问卷数据，构建结构方程模型，实证探讨了影响消费者购买智能手环意愿的因素。研究发现：功能价值是核心，通过认知与条件价值间接影响购买意愿；社会价值强化功能价值吸引力；情感价值受社会与条件价值驱动；认知价值中“信息透明度”、条件价值中“社交影响力”、“促销活动”直接影响购买决策。基于上述发现，本文从场景化研发、认知门槛、社交影响力等维度提出建议，以增强智能手环的市场竞争力。Driven by the information revolution, the smart wearable device market is growing rapidly, with global shipments of wearable wristbands reaching 193 million units in 2024. As one of the important categories, smart bracelets stand out by virtue of their convenience and price advantages of health monitoring, but they also face the challenge of consumer acceptance differences. Based on the perspective of consumers, this paper collects the data of 702 valid questionnaires in Beijing, constructs a structural equation model, and empirically discusses the factors influencing consumers’ willingness to purchase smart bracelets. The results show that functional value is the core, which indirectly affects purchase intention through cognition and conditional value. social value strengthens the attractiveness of functional value; Affective value is driven by social and conditional values; “Information transparency” in cognitive value, “social influence” and “promotional activities” in conditional value directly affect purchase decisions. Based on the above findings, this paper puts forward suggestions from the dimensions of scenario-based R&D, cognitive threshold, and social influence to enhance the market competitiveness of smart bracelets.