Does Sustainable Perceived Value Play a Key Role in the Purchase Intention Driven by Product Aesthetics? Taking Smartwatch as an Example

In the face of a wide range of consumer electronic products, how can consumers take into account the sustainable development of the ecological environment during their purchase and consumption? This study established a new product aesthetics classification, divided it into interface aesthetics and product form aesthetics, and proposed a new conceptual model to test the impact of interface aesthetics and product form aesthetics on sustainable perceived value and purchase intention. In this study, smartwatches were used as the subject and a two-stage survey was carried out to collect samples from common consumers of consumer electronic products. Partial least squares (PLS) was employed to test the conceptual model and corresponding hypotheses on data collected from 425 survey samples. The research results suggested that interface aesthetics and product form aesthetics must be mediated by sustainable perceived value so as to have a positive impact on consumers’ purchase intention. Therefore, sustainable perceived value is a mediating variable for adjusting product aesthetics and purchase intention. In addition, sustainable perceived value greatly affects consumers’ green consumer behavior. Increasing the emotional durability established between consumers and products through sustainable perceived value to prolong the life of products reduces resource consumption and wave costs, and promotes sustainable development of ecological resources.