ABSTRACT
This paper presents a study about the characteristics that influence the consumption intention of wearable technological products, based on hedonic, utilitarian and social status values. The objective is to understand how the consumption process of intelligent watches (Apple Watch) occurs, identifying the shopping characteristics of users, given the little technological practice and perception of the usefulness of the product. For the development of the research, a field research was conducted to analyze the users' intention to consume, with the use of questionnaires with open questions that included image and features of the product functionalities, in which users could openly express their opinions. Content analysis whas then performed. The results indicated the existence of link sbetween behavioral factors such as hedonism, utilitarianism, social status, social risk, envy and greed and their influence on the use and consumption of the intelligent Apple Watch.
Keywords:
Hedonism; Utilitarian value; Social value; Intention of consumption
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