Abstract
Although smart home products have significant market potential in China, their adoption rate remains relatively low. One contributing factor is the generational differences in consumer purchasing behavior, shaped by distinct socio-cultural backgrounds. This study investigates the consumer behaviors and decision-making processes of Chinese consumers from four generational cohorts—Baby Boomers, Generation X, Generation Y, and Generation Z. A total of 463 valid responses were collected through an online survey conducted in China. The data were analyzed using ANOVA to identify behavioral differences among the generations. Subsequently, the AISAS model developed by Dentsu, was applied to examine the key behavioral factors influencing each cohort. Based on the findings, this study developed generational consumer personas and proposed product design and marketing strategies to promote smart home adoption in the Chinese market.
Keywords
Consumer behavior; Decision-making process; Smart home products
DOI
https://doi.org/10.21606/iasdr.2025.200
Citation
Jing, Y., Meng, Y.,and Tamura, R.(2025) Smart Home Products Purchasing Behavior Based on the AISAS Model: Generational Perspective, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.200
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 3 - Design, Art & Technology
Smart Home Products Purchasing Behavior Based on the AISAS Model: Generational Perspective
Although smart home products have significant market potential in China, their adoption rate remains relatively low. One contributing factor is the generational differences in consumer purchasing behavior, shaped by distinct socio-cultural backgrounds. This study investigates the consumer behaviors and decision-making processes of Chinese consumers from four generational cohorts—Baby Boomers, Generation X, Generation Y, and Generation Z. A total of 463 valid responses were collected through an online survey conducted in China. The data were analyzed using ANOVA to identify behavioral differences among the generations. Subsequently, the AISAS model developed by Dentsu, was applied to examine the key behavioral factors influencing each cohort. Based on the findings, this study developed generational consumer personas and proposed product design and marketing strategies to promote smart home adoption in the Chinese market.