*5.1. Theoretical Contribution*

The research model proposed in this study is based on the work of Jeong, S. C. et al. [40,41]. This study further demonstrates that consumers of innovative products and those of innovative information can both positively perceive the novelty and social value of innovative products. The research findings of Jeong, S. C. et al. [40,41] indicate that all of the perceived innovative characteristics of wearable technology positively impact the intention to purchase wearable devices. This study also supports our original assertion that purchasing cutting-edge car seats depends on perceived product value. Furthermore, this study examined the multiple parallel mediating effects of perceived product social value, hedonic value, and novelty value on consumer information innovation and purchase intention of intelligent child safety seats [131]. The analysis also discovered a partial mediating relationship between perceived usefulness and consumers' willingness to purchase innovative child safety seats. The unique and significant theoretical contributions of this study are those mentioned above.

This study defines the DSI structure from consumer product innovation and information innovation. Its relationship with perceived value is examined, followed by the relationship between perceived value and the intent to purchase new products. In prior studies of a similar nature, DSI structure positively influenced the intention to try new products, but the influence coefficient was minimal [84,132,133]. This study introduced TCV structure rather than directly relating DSI structure to purchase intention in model A. This is so because forward-thinking customers will prefer a new product if it can help them achieve their goals or uphold their values rather than just accepting it out of the blue. The findings support our hypothesis that consumers who use innovative products have a favorable impact on perceived value and a strong desire to buy new goods. In light of the evolving business and technological environment, as well as the challenges that contemporary businesses face in terms of individual innovation capabilities, researchers and practitioners need to pay more attention to product-centric consumer innovation capabilities. This result aligns with studies conducted in different fields [134–136].

By examining the impact of perceived value on the intention to purchase smart safety seats, we were able to confirm the importance of the TCV model. This study demonstrates the importance of considering the product's social value, novelty, and alignment with consumers' values, in addition to its features and benefits when studying consumers' propensity to purchase new products [137,138]. Give reasons for and details on how specific users adopt new technologies. It might be a good substitute for the technology acceptance model. Future research may focus on where these two theories on technology adoption converge.

In model B, we investigate the mediating effects of perceived value on both CPI and purchase intention, as well as CII and purchase intention. According to the findings, which are consistent with earlier studies [84,132,133], CPI has a small but significant direct impact on purchase intention. CII had no direct effect on purchase intention, and it is not discussed in the Jeong, S. C. et al. study, nor has it been reported in the literature to date. The results of this study show that perceived product usefulness have a partial mediating effect between CPI and purchase intention, and perceived product social value, hedonic value, and novelty value have multiple parallel mediating effects between CII and purchase intention. These findings suggest that consumers with high CPI may be more inclined to purchase novel products that offer them practical benefits, such as enhancing their work productivity and streamlining the use process. Customers with high CII are more concerned with how well a new product's novelty, hedonic, and social values align with their own values. Customers with high CII will be more likely to purchase the new product if it matches; otherwise, they may choose not to do so.

Additionally, this study broadens the literature on which this theory is based. This study supported the theory of innovation diffusion in the context of smart safety seats, in contrast to earlier studies that concentrated on the fields of smart wearable technology, online medical applications, and online banking [40,51,139]. We identified the value characteristics of smart safety seats. We confirmed the positive and significant relationship between smart safety seats and purchase intention based on the attributes, consequences, and values of smart safety seats.

Finally, this study confirms the DSI and TCV theories that focus on the intelligent safety seat as the research object. We defined the value of smart seat technology using TCV theory and looked at its relationship to purchasing intent. We also suggest extending the theory by incorporating DSI into this framework. Prior studies have concentrated on the relationship between consumer innovation and adoption behavior [82,140]. Additionally, this study broadens the literature on which this theory is based. This study supported the theory of innovation diffusion in the context of smart safety seats, in contrast to earlier studies that concentrated on the fields of smart wearable technology, online medical applications, and online banking [40,51,139]. We determined the perceived value of innovative safety seats according to the consumer value of innovative safety seats. We verified the significant positive relationship between the perceived value and the purchase intention of innovative safety seats.

Previous research has merged TCV theory with other theories. For example, Dhir et al. (2020) blend the TCV theory with the flow theory and theory of planned behavior. To create comprehensive methods for creating ongoing engagement for mobile instant messaging apps [141].

Carlson et al. (2019) integrated service dominating logic with TCV theory. To investigate how consumer participation in brand communities on the perception of values [142], Wu et al. (2017) coupled the expectation–confirmation theory with the TCV theory to compare the repurchase intention of online versus physical music goods [143].

As far as we know, this is the first paper to meld TCV and DSI perspectives.

Considering the potential contribution and use of TCV in some studies, a hybrid approach must be applied in future TCV studies. These methods provide researchers with flexibility and the ability to apply optimal strategies to answer research questions. Due to the improved effect of quantitative research techniques on research validity, the mixed method ensures the robustness of research results [144]. Therefore, this method can provide more abundant results for researchers to study consumption value from the perspective of pragmatism and is also conducive to studying the consumption value of TCV from the overall perspective. TCV can maintain more adequate results for many consumption value problems with complex relationship structures that need further study. Therefore, hybrid research helps analyze the potential relationship between values and to understand the independence of values. In the future, we will further enrich TCV's existing explanatory capabilities using a hybrid approach to provide detailed, comprehensive, complementary, and holistic knowledge for a deeper understanding of the role of value in consumer behavior.

In the child safety seat industry, there is no previous research article using the partial least squares structural equation model. This study extends the application of PLS-SEM to a new subject area and contributes to the continued development of PLS-SEM.

#### *5.2. The Actual Contribution*

The study's findings address a gap in consumer research in the market for intelligent car safety seats and provide researchers and marketing companies with concrete recommendations and fixes. The results of this study are anticipated to assist designers and

promoters of intelligent child safety seats in thinking outside the box when formulating new design and marketing strategies.

The study first confirms that, as consumers' assessments of the worth of new products rise, so does their willingness to pay for them. Businesses are therefore compelled to learn more about their target market's ideal outcomes and values to incorporate them into upcoming products. Additionally, sellers must emphasize a new product's accessibility, compatibility with customers' values, and uniqueness when it first enters the market. These can increase consumers' willingness to pay for new goods by boosting their perception of the worth of those goods [145].

In addition, based on the empirical results in the previous section, this study confirms that if the perceived usefulness value of the product is high, then consumers with product innovation characteristics will be more likely to buy innovative car seats. Consumers with information innovation characteristics will have a strong purchase intent if they believe an innovative product has high social value, hedonic value, and novelty. By empirically verifying these propositions, this study significantly contributes to a broader study of the child safety seat industry; This will lead to a better understanding of the various emerging psychological factors influencing consumer behavior toward child safety seats.

This study supports the strategic planning and marketing initiatives of manufacturers, designers, brands, and marketing firms in the innovative child safety seat market. Companies must devise strategies, seek out and communicate with product innovators, ascertain their functional needs, and upgrade products to satisfy those needs to launch innovative car safety seats successfully. In order to better understand the opinions of information innovators regarding the social value, hedonic value, and novelty value of products, businesses can conduct surveys and focus group discussions. They can then attempt to align the brand value with these viewpoints.

It is important to note that this study's conclusions and ramifications do not just apply to the market for innovative car safety seats. We anticipate that more researchers will apply this theory to other industries and further explore and develop the theoretical model to generalize these findings and their implications to other newly developed intelligent product industries.

#### **6. Conclusions**

Researchers in the car seat industry have been focusing on industry regulations and the abuse of car seats, but there is a lack of consumer-centered research. Therefore, to bridge the gap between the car seat industry and product marketing research, this study explores the influence of consumers with product innovation characteristics and information innovation characteristics on their purchase intentions, respectively. The research shows that consumers with innovative products are more likely to buy new products. In addition, in this research in the car seat industry information on the innovation of the relationship between the consumers and purchase intention, this paper proposes a new perception of the product of social values, hedonic value, and novel parallel multiple mediation relationship of value. Therefore, a parallel multiple mediation model is analyzed using the PLS-SEM method based on variance. In addition, this study emphasizes discovering and understanding the behavior of innovators. Intelligent child safety seat marketers of the future should focus on innovators in the product space, as these people have considerable influence on smart seat purchasing decisions. We built and tested a research model to confirm that consumer innovation positively impacts the perceived value of intelligent safety seats and, in turn, consumers' propensity to purchase these products.

In addition, this study was conducted in a particular cultural context (namely, China), which enjoys a unique identity and prominence in the entire car seat industry as the world's largest producer and exporter of car seats. This research provides significant theoretical, methodological, and contextual contributions to the overall body of knowledge.

As with all studies, this one had some limitations. In order to ensure that the study is rigorous, we took all possible measures to overcome these errors. However, the questionnaire used in this study has the limitations of general self-assessment questionnaires. Future studies can further improve the scale structure by adding supplementary evaluations from others or integrating additional behavioral, psychological, and physical indicators for comprehensive evaluation. In addition, as mentioned above, due to the limited scope of this study, our sample is only from the innovative child safety seats in China, which is only a part of the innovative child safety seats in the world. Therefore, it is recommended that more similar studies be conducted in the child safety seat industry in other countries to verify the claims made in this study in different and broader contexts. The future research direction is to further study the predictability of this model [119] and the relationship between consumer identity and brand [146].

#### **7. Patents**

The materials used in this research have been patented as follows: [86–106].

**Author Contributions:** Conceptualization, L.J.; methodology, L.J.; software, L.J.; validation, M.Z.; formal analysis, L.J.; investigation, L.J.; resources, H.L.; data curation, L.J.; writing—original draft preparation, L.J.; writing—review and editing, L.J. and L.Y.; visualization, L.J.; supervision, M.Z.; project administration, L.J. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received no external funding.

**Institutional Review Board Statement:** Not applicable.

**Informed Consent Statement:** Informed consent was obtained from all subjects involved in the study.

**Data Availability Statement:** Not applicable.

**Acknowledgments:** The FORU team's help with the user survey is much appreciated. Many thanks are given to the anonymous reviewers for their thoughtful comments and suggestions. It is greatly appreciated that the editor has been so helpful.

**Conflicts of Interest:** The authors declare no conflict of interest.

#### **Appendix A**

**Table A1.** Measuring Instrument.


