產品能自我銷售嗎？企業能否透過網路聲量挖掘消費者需求，以開發適當的產品來滿足客戶？如果能做到，產品理應可以自己銷售自己。然而，目前尚不清楚網路聲量的積累是否能準確地預測到客戶偏好和購買意願。我們研究了人們在網上的談論議題以及他們在採用階段行為意圖的兩個相關觀點，以便為投注心力在產品開發和網路行銷工作中表現企圖心的公司提供建議。借鑒消費價值理論，我們以台灣消費者為樣本，考察了消費者對使用可穿戴設備的討論和意圖。採用文本挖掘技術（即人們談論什麼）和基於調查的研究使用結構方程模型（即人們打算做什麼）來探索上述問題。
大數據分析的結果，功能、情感和條件價值是可穿戴設備前三高的網路聲量。相對的，情感、認知和功能價值是客戶採用意願最有影響力的主要驅動因素。我們的研究結果表明，不同的價值維度與消費者購買決策過程中的不同時點有相對應的關聯。一些價值觀激發了消費者在購買前資訊搜索階段相關的線上討論，而另一些價值觀則在人們購買意願的形成過程中顯得很重要。我們的結論是企業可以通過大數據發現消費者的需求來開發產品，然而，在不同的客戶旅程階段，消費者感知價值會外界干擾產生變化，企業應提前部署不同的銷售和行銷策略以因應變化。我們討論了我們研究的理論和實踐意義，並為未來的研究提供了建議。

Can a product sell itself? How to develop your products as a result of consumer desires via Internet buzz? If it can be done, the product should be able to sell itself. However, it remains unclear whether the accumulation of Internet buzz can accurately predict customer preferences and buying intentions. We study two related perspectives with regard to what people talk about online and what they intend to do in the adoption phase to offer advice to companies aiming to excel in products development and online marketing efforts. Drawing on the consumption value theory, we examine buyers’ discussions about and intention to use wearable devices for a sample of consumers in Taiwan. A framework is advanced to explore the results of big data analysis employing text-mining techniques (i.e., what people talk about) and survey-based research using structural equation modelling (i.e., what people intend to do).
Functional, emotional and conditional values surfaced as the highest Internet buzzes of wearable devices. Conversely, emotional, epistemic and functional values emerged as the most influential drivers of customers’ adoption intention. Our findings suggest that different value dimensions are relevant at different points of the purchase-related decision-making process. Some values animate Internet discussions that pertain to the pre-purchase information search stage, and others appear significant during the formation of people’s purchase intentions. The firms can discover consumer desires via big data to develop products, additionally, in different customer journey stages that consumer perceived values are also different, firms should deploy troops ahead of different business and marketing strategies to adopt the change to form as corporate innovation process. We discuss the theoretical and practical implications of our study and provide suggestions for future research.

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