Author(s): WU, Y.T., Institution: SOOCHOW UNIVERSITY (TAIWAN), Country: TAIWAN, Abstract-ID: 303

Introduction
Self-concept is linked to an individual’s assessment of goods and services. Where the evaluation of products through themselves when using the product can be described as the self-congruence theory. This study attempts to understand consumers value when considering the smart wearable product with cognitively dominated attitude and intention theory model. Therefore, this study focuses on identifying the expectancy-value model (EVM) of attitude to adequately capture the effect of expected value toward the Apple Watch.
Methods
The current research consists of 350 participants recruited to participate in the study, after elimination of invalid questionnaire 325 questionnaires were used Firstly, questionnaires need back and forth translation from English to Traditional Chinese. Secondly, structural equation modeling was used to stipulate the phenomenon of the reason and consequence variables with the confirmatory factor analysis (CFA) using partial least square analysis. Lastly, reliability was tested to examine consistency and validity including the test of association between the variables. Results
The study consisted of 150 female participant 46.3%, and 174 male participants 53.7% from Taiwan who exercise at least once a week.. A good model fit was accepted with confirmatory fit index CFI >.9 was at .89, Tucker& Lewis index TLI >.9 was at .875. The squared multiple correlation was .10 for hedonic value and .12 for utilitarian value accounting for 10% and 12% of ideal self. Moreover, behavior intention was seen with .47 which is 47% variance accounted by hedonic value and utilitarian value. The study found positive relationship of ideal self and hedonic value b=.313: and positive relationship of ideal self and utilitarian value.345. Hedonic value and utilitarian both showed positive relationship for behavior intention b=.369; b=.538. Discussion
This study showed ideal self has a positive relationship with hedonic value as its emphases on the appealing characteristics of a product and produces desire, on the other hand ideal self also showed a positive relationship on the utilitarian value since the basics of utilitarian values consist of task related, and rational decision making. Hedonic value and utilitarian value have their differences in value, where one is personal value such as fun and playfulness and the other is more of completion of goal. According to the values this study focuses on the relationship it has of hedonic and utilitarian value toward the the behavior intention of buying a apple watch which all showed positive relationship between the variables.