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The Influencing Factors of Moments Ad Affecting Sichuan Consumer Satisfaction on Purchasing Domestic Smartwatches

Fan Zhang


The study was conducted to assess the mediating impact of customer satisfaction on the predictive relation between moment advertising and purchase satisfaction among Sichuan consumers in domestic smartwatch sales. The research also focuses on customer satisfaction affected by brand image, perceived value, symbolization, functionality, usage experience, emotional value, economic value, and functional value. The three research objectives are; to analyze the concept and characteristics of moment advertising on purchase satisfaction in domestic smartwatch sales in Sichuan, to explore the consumer perception through influencing factors relating to purchase satisfaction, and to suggest the improvement of Moments advertising on smartwatch sales based on the respective customer perception and satisfaction.


Moments Ad; Consumer Satisfaction; Domestic Smartwatches

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DOI: http://dx.doi.org/10.18686/fm.v7i5.6538