What Drives Watch Purchase Intentions Utilitarian vs Symbolic Motives in Smart vs Traditional Timepieces A TPB Study in Shenzhen

This study applies an extended TPB to compare purchase intentions for smartwatches and traditional watches in Shenzhen. A structured survey of 402 consumers used parallel measures across categories; data were analyzed via CFA, SEM, and multi-group SEM with measurement invariance. Findings reveal construct asymmetry: attitude (ATT) dominates smartwatch intention, indicating a rational–utilitarian pathway centered on functional utility and digital integration; subjective norm (SN) dominates traditional watch intention, indicating a normative–symbolic pathway tied to status and ceremonial relevance. Perceived behavioral control (PBC) significantly predicts intention for both with similar strength. The study’s novelty lies in modeling dual-product competition through parallel measurement and MGSEM to demonstrate value-contingent construct salience within a technology-intensive yet culturally embedded urban context. Managerially, results translate utilitarian lifestyle orientation into outcome-based positioning for smartwatches, while guiding heritage-anchored strategies for traditional watches. Limitations and future directions are discussed.