**H6.** *Perceived novelty value (PNV) has a positive effect on users' purchase intention (WTB)*.

#### 2.3.7. Innovation in Specific Areas and Willingness to Buy

An example of DSI is consumers' propensity to be the first adopters of new offerings within a certain market segment [78]. While studies in various disciplines have looked into why and how consumers try new products [41,51,79,80], the bulk of the literature has focused on what motivates consumers to try new things in the first place. The idea of domain-specific consumer innovativeness is commonly utilized in diffusion theory to explain why and how people in a given social system accept and spread new products [81]. Evidence shows that individuals' propensity for innovation influences how quickly they adopt new technologies [82].

In this case, consumers in specific areas that may have certain products or services tend to show greater purchase willingness than those without such products or services. In other words, innovative consumers tend to have higher consumption propensity than conservative consumers [42]. Therefore, suppose:

**H7.** *Consumer product innovation (CPI) has a positive effect on users' purchase intention (WTB).*

**H8.** *Consumer information innovation (CII) has a positive effect on users' purchase intention (WTB).*

#### 2.3.8. The Mediating Role of the Perceived Value

In general, innovators or early adopters of innovative products, who have a positive attitude towards innovation, assess value differently than most late consumers or laggards. The innate innovation ability of consumers stimulates innovators to perceive the added value of innovative products. High and positive perceived value drives innovators to adopt new products [83]. Perceived value plays a mediating role in the influence of social identity and social influence on the purchase intention of new products. Al-Jundi, S.A. et al. found that domain-specific innovation mediates between consumers' innate innovation and their intention to buy new products [41]. At the same time, Hong et al. proved that hedonic and utilitarian values mediate the influence of smartwatch consumers' innovation on their intention to continue [84]. Therefore, the following hypothesis is proposed:

**H7a.** Perceived usefulness value (PUV) mediates the effect of consumer product innovativeness (CPI) on users' purchase intention (WTB).

**H7b.** *Perceived social value (PSV) mediates the effect of consumer product innovativeness (CPI) on users' purchase intention (WTB).*

**H7c.** *Perceived hedonic value (PHV) mediates the effect of consumer product innovativeness (CPI) on users' purchase intention (WTB).*

**H7d.** *Perceived novelty value (PNV) mediates the effect of consumer product innovativeness (CPI) on users' purchase intention (WTB).*

**H8a.** *Perceived usefulness value (PUV) mediates the effect of consumer information innovativeness (CPI) on users' purchase intention (WTB).*

**H8b.** *Perceived social value (PSV) mediates the effect of consumer information innovativeness (CPI) on users' purchase intention (WTB).*

**H8c.** *Perceived hedonic value (PHV) mediates the effect of consumer information innovativeness (CPI) on users' purchase intention (WTB).*

**H8d.** *Perceived novelty value (PNV) mediates the effect of consumer information innovativeness (CPI) on users' purchase intention (WTB).*

#### **3. Materials and Methods**

#### *3.1. Participants and Procedures*

Through professional research organizations, a questionnaire survey is administered to clients of mother and child stores and the automobile sales service shop for Bentley in major developed cities (Shanghai, Beijing, and Hangzhou) in China as part of this study. The questionnaire for this study is posted on wenquan.com (China's largest website for questionnaire surveys), and a total of 1200 respondents were questioned utilizing a combination of convenience sampling and purposive sampling. The purpose of purposive sampling is to find out the parents with children and private cars and survey them. All of the respondents were parents of small children.

The research goals were established by carefully selecting samples from the smart child safety seats currently available on the Chinese market. Child safety seats with various smart technologies were ranked. The ForU smart child safety seat was chosen as a target to avoid the influence of individual preferences for specific features on willingness to pay. The intelligent child safety seat designed by the Shanghai Woyoo Electronic Technology Co., Ltd. was sold in 2018. ForU's smart child safety seat is the case for this study for the following reasons. First of all, the ForU intelligent child safety seat, which is currently sold in China, has a lot of functions and patents [85–106]. Secondly, the ForU smart child safety seat uses sensors to detect when a child is in the seat, alarms when the temperature rises, and turns on ventilation to help the child cool down. If the driver forgets the child in the vehicle, the mobile phone will notify and alarm the driver. The automated ISOFIX locking, heated, ventilated, and foldable smart child safety seat are all available. Additionally, the intelligent child safety seat has an APP that lets users control the backrest's angle and the heating and ventilation systems with their voice and phone. Thirdly, customers can easily purchase this sophisticated child safety seat from Bentley and Taobao stores' automobile sales service shops.
