This study investigated factors that predict propensity to use smartbands to engage with brands. The study shows that the bandwagon effect moderates the relationship between self-monitoring, personal attachment, ease of use, convenience value, and satisfaction with smartbands. Since the strong bandwagon effect diminishes the relationship between perceived ease of use and satisfaction levels, managers can take steps to moderate that relationship. As compared to previous customer engagement studies rooted in the traditional idea of personalized communication with consumers, such as customized emails and messages, this study underscores the importance of community engagement by studying the bandwagon effect to see how different customers respond to brand engagement through smartbands. Suggestions for managers are provided.

中文翻译：

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使用智能手环与品牌互动的倾向以及潮流对满意度的调节作用

这项研究调查了预测使用智能手环与品牌互动的倾向性的因素。研究表明，潮流效应调节了自我监控，个人依恋，易用性，便利性价值和对智能带的满意度之间的关系。由于强大的潮流效应减弱了感知的易用性和满意度之间的关系，因此管理人员可以采取措施来缓和这种关系。与以前的客户参与研究相比，该研究植根于与消费者进行个性化沟通的传统观念（如定制的电子邮件和消息），该研究通过研究潮流效应来了解不同客户如何通过智能手环响应品牌参与，从而强调了社区参与的重要性。提供给经理的建议。