Exploring Consumers’ Intention to Accept Smartwatch

Abstract

Smartwatch is currently the most popular form of wearable technology, a promising category of information appliances. As an integration of classic timepiece and fashionable IT industries, smartwatch is a challenging business since both of the industries used to have very different marketing strategies. However, there are few studies having discussed about consumers’ attitude toward such innovations. Therefore, based on previous researches related to Innovation Diffusion Theory (IDT), this study is conducted to investigate consumers’ intention to adopt smartwatches. Our research objects, due to the characteristics of smartwatches, are classified into two groups. The first one consists of people who are affordable and willing to buy the exquisite, comparatively expensive timepieces; the second group are people with less interest in such products, but with high desire for IT advancement. The survey is basically conducted online, however, paper-based one is also used for some circumstances when respondents have difficulties in using the Internet. This study may objectively reflect customers’ intention of smartwatch adoption, the method can be further applied on similar innovations combined with industries which originally following completely different pattern of development. Moreover, in business world, this research can also assist companies in designing suitable products, and making right market positioning.



Author Information
Shou-Chi Chang, National Chung Hsing University, Taiwan
Liang-Chuan Wu, National Chung Hsing University, Taiwan

Paper Information
Conference: ACP2015
Stream: Linguistics

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