*2.3. Hypothesis Development*

We combine a modified version of the DSI theory with the TCV theory to examine the behavioral intention of consumers to purchase innovative car safety seats. The model says that consumer information innovation, consumer product innovation, and perceived value will significantly impact people's desire to buy innovative safety seats. As a mediating variable, perceived value affects the intended effect of consumer innovation in a specific field on consumers' purchase of innovative car safety seats. Figure 1 shows the model without mediating variables, and Figure 2 shows the model with mediating variables.

**Figure 1.** Research model A. (without mediator).

**Figure 2.** Research model B. (Perceived value as a mediator for CPI and WTB; Perceived value as a mediator for CII and WTB).

2.3.1. Consumer Product Innovation and Perceived Value

Consumer product innovation (CPI) measures how quickly a product's user base adopts new features and technologies relative to other products in the same market segment [57].

According to previous studies [58], consumers on the cutting edge of innovation tend to be curious. Customers such as them are receptive to new concepts and eagerly anticipate the arrival of innovative products. As a result, people with a high CPI may be more aware of the worth of new things, more possessive, and more prone to believe that material goods may bring them happiness [59]. Studies have shown that product innovation can increase the perceived value of customers [60].

**H1a.** *Consumer product innovation (CPI) has a positive effect on perceived usefulness value (PUV).*

**H1b.** *Consumer product innovation (CPI) has a positive effect on perceived social value (PSV).*

**H1c.** *Consumer product innovation (CPI) has a positive effect on perceived hedonic value (PHV).*

**H1d.** *Consumer product innovation (CPI) has a positive effect on perceived novelty value (PNV).*

2.3.2. Consumer Information Innovation and Perceived Value

Consumer information innovation (CII) refers to the propensity for consumers to be exposed to and receive information about new items before others in a specific product category, but not necessarily to acquire the new product. Expertly informed innovative consumers are eager to learn about innovative new products and desire access to them even if they do not possess them [61].

Previous research has studied a similar issue [62], defining and conceptualizing innovativeness as a person's desire to learn about a new product rather than purchase the thing. Moreover, Hartman et al. [63] consider this form of innovation one of the three unique dimensions of innovation. It shows that customers with a high CII score may hunt for information outside their personal knowledge base to review their memory and knowledge about the product or service gleaned from past experiences to make purchasing

decisions. They enjoy sharing more knowledge [64]. External search enables customers to acquire and preserve adequate information for decision-making [24]. Al-Rahmi, W. et al. 's investigation of students' intention to use e-learning systems found that information innovation can affect students' value-oriented perception [65].

**H2a.** *Consumer information innovation (CII) has a positive effect on perceived usefulness value (PUV).*

**H2b.** *Consumer information innovation (CII) has a positive effect on perceived social value (PSV).*

**H2c.** *Consumer information innovation (CII) has a positive effect on perceived hedonic value (PHV).*

**H2d.** *Consumer information innovation (CII) has a positive effect on perceived novelty value (PNV).*

#### 2.3.3. Perceived Usefulness Value and Willingness to Buy

There is a link between consumer behavior and individual value, according to the theory of consumption value [24]. It is asserted that customers evaluate a product's relevance and desirability based on how those features relate to the individual consequences of product use. Similarly to this, the applicability and desirableness of personal consequences are determined by their relationship to a consumer's values.

The usefulness value of products is defined as "the extent to which a person believes that the use of a certain system improves his/her work performance". The previous literature showed that college students perceived the usefulness of educational social network sites had a moderate impact on their willingness to use educational social network sites [66]. Studies have shown that consumers accept that the behavior intention of mobile banking in Malaysia is affected by perceived usefulness [67].

**H3.** *Perceived usefulness value (PUV) has a positive effect on users' purchase intention (WTB).*

#### 2.3.4. Perceived Social Value and Willingness to Buy

Perceived value is essential to consumer satisfaction and behavior [68]. Numerous empirical studies have demonstrated the beneficial relationship between perceived value and customer action intentions [55,69–71]. In line with these findings, the perceived value of an innovative car safety seat may drive consumers to acquire this product.

Previous studies have found that social value may directly affect consumers' purchase intention for green products [72]. Jaleel, A. et al. evaluated the relationship between consumers' perceived value and behavioral intention in medical tourism services and found that perceived social influence and social value had a great impact on usage intention [73].

**H4.** *Perceived social value (PSV) has a positive effect on users' purchase intention (WTB).*

#### 2.3.5. Perceived Hedonic Value and Willingness to Buy

Hedonic value refers to the feeling of pleasure, comfort, safety, comfort, and relaxation generated when using a particular brand. The inherent hedonic value of a brand can create brand personality attraction, which can influence consumers' perception of the attributes of products or services and meet their expectations. Hedonic value positively impacts consumers' behavioral intentions [74].

#### **H5.** *Perceived hedonic value (PHV) has a positive effect on users' purchase intention (WTB).*

#### 2.3.6. Perceived Novelty Value and Willingness to Buy

Fazal-e-Hasan, S. et al. found that novelty can significantly improve consumers' intention to use intelligent retail technology [75]. Some scholars have found that customers want to experience new services, and the functions of these services should differ from the original ones. If customers' expectations of exploration and learning are met, consumers' usage intentions will increase [76]. A recent study by Adapa. S. et al. established a positive correlation between perceived novelty and use intent [77]. Therefore, we assume that:
