Intention to Purchase Smart LED Lights from Alibaba Stores

Based on the customer value theory, this research aims to learn why people in Baltic European countries are interested purchasing smart LED lights from online retailers such as Alibaba and AliExpress. The relationship between price utility, function self-image, aesthetics, playfulness, intention purchase AliExpress states was studied using an questionnaire with 322 participants. According structural equation modeling (SEM), pricing utility benefits employees' happiness their jobs. Established theoretical frameworks like theory support these novel conclusions. They provide workers practitioners fresh perspectives strategically elevating aesthetics playfulness. Our findings indicate that consumers' sense of social identity humor plays a significant role determining what they prioritize when making purchases. Several substantial policy suggestions, requests for further research, potential practical implications made.