廠商可透過新聞媒體正面新聞、促銷優惠活動提升品牌曝光率及知名度、增加消費者對該品牌認知聯想;在產品上整合更多的健康偵測項目貼近消費者需求以及價格親民，會更提升消費者持續使用意向並開發新使用客戶。 ;Smart watch has become an important device for people to monitor their health condition. Although wearable technology such as smart watch has developed rapidly in recent years, there is no relevant literature about the brand image influence to the detection functions of smart watch. Therefore, this study intends to explore the current trend of consumers and how the brand selection influences the experience of detection function and the intention to reuse the device.
This study combines brand image with unified theory of acceptance and use of technology (UTAUT2), and collects data through questionnaire survey for measurement model, structural model and predictive model analysis. The result of the study found that brand image does affect consumers’ expectation to performance and perceived value of products. Reliable and easy-to-operate detection functions and affordable prices will increase consumers’ willingness to continue using products.
Manufacturers can increase brand exposure, popularity and brand association through positive news and promotion events. Integrating more health detection items on products to meet consumer needs and affordable prices will further increase continued using intentions to customers and find more new users.
