TABLE 6.

Summary of results.

Hypotheses	Results
H1. Positive body image decreases purchase intention regarding smart watches	Supported
H2. Positive body image enhances purchase intention by increasing perceived usefulness for health	Supported
H3. Positive body image enhances purchase intention by increasing value-expressive function	Unsupported
H4. Positive body image enhances purchase intention by increasing social-adjustive function	Supported
H5 (a). Personal innovativeness toward technology strengthens the relationship between positive body image and perceived usefulness for health	Unsupported
H5 (b). Personal innovativeness toward technology strengthens the relationship between positive body image and value-expressive function	Unsupported
H5 (c). Personal innovativeness toward technology strengthens the relationship between positive body image and social-adjustive function	Supported
H6 (a). Positive body image enhances health motivation	Supported
H6 (b). Positive body image enhances symbolic consumption motivation	Supported