This paper aims to empirically test a model of different facets of perceived value (economic, emotional, aesthetic and convenience) and social mindfulness (SM) as determinants of consumer satisfaction and repurchase intentions of mobile smart wristbands.
A questionnaire designed to assess these effects was administered to students at a Midwestern US university. Data were analyzed using AMOS structural equation modeling software.
The findings reveal that SM was significant in explicating perceived convenience value. The utilitarian value measures in the model (economic and convenience) were found to significantly affect satisfaction and in turn, repurchase intention. Surprisingly, all hedonic-related constructs in the model (emotional and aesthetic) did not significantly affect satisfaction and subsequently, repurchase intentions.
Findings from this research suggest that when targeting young adults, marketing managers and retailers should focus their efforts to convenience value as influenced by SM.
This is one of only a few studies in marketing to investigate the role of SM and perceived value on satisfaction and repurchase intentions of a technology gadget among young consumers.
