Purpose This study aims to investigate South Korean consumers purchase intention on factory produced footwear and examine the model with perceived value with functional, emotional, and social values and also knowledge on smart factories, and personal innovativeness. Design/Methodology/Approach We derived and examined the model through based on empirical analysis through structural equation modeling (SEM) in a sample of 200 respondents in South Korea. Findings The findings of this model indicated that perceived functional value, perceived emotional value, knowledge on smart factory do not have influence on the purchase intention for smart factory footwears. However, perceived social value and personal innovativeness had significantly and positively affected the purchase intention. Research Implications The findings from this study contribute to improving the understanding of intention to purchase smart factory products, which could play a major role towards companies understanding for marketing and strategies running smart factories.