Consumer valuation of the wearables: The case of smartwatches

Wearable devices indicate objects encompassing both mobile computing and fashion characteristics. Although the combination of the two characteristics is relatively new, consumers’ recognition of smartwatches, one type of wearable, is increasing. However, despite the heightened interest in smartwatches, sales are growing more slowly than expected. In order to comprehend this, we should understand potential consumers’ perceptions of smartwatches. This study explored how much potential consumers value various smartwatch attributes by examining their preference structure of the wearable. The preference structure was generated from a conjoint analysis including five smartwatch attributes: brand, price, standalone communication, display shape, and display size. We also compared findings by user group (current wristwatch users vs. non-users). Results showed that display shape and standalone communication are more critical factors influencing respondents’ smartwatch choices than brand and price for both types of users. Results also revealed that a curved display shape is most preferred.     

Is the smartwatch an IT product or a fashion product? A study on factors affecting the intention to use smartwatches

Smartwatches, among many wearable form factors, have become an important starting point for the wide dissemination of wearable devices. Not only are smartwatches a new IT product, they are also a fashion product. Recognizing the smartwatch as the converging point of IT innovation and fashion, the current study examines whether factors germane to the characteristics of fashion products affect the intention to use smartwatches. Utilizing the technology acceptance model (TAM) as the base framework, the current study extended the model by incorporating perceived enjoyment and perceived self-expressiveness, which are influenced by an individual’s vanity and need for uniqueness. The findings from 562 Korean respondents indicated that the characteristics of smartwatches as fashion products significantly explain the intention to use a smartwatch, particularly the individual’s desire for uniqueness. A limited effect of vanity on self-expressiveness implies that the smartwatch is not yet deemed a luxury commodity. Theoretical and practical implications, as well as the limitations of the study are further discussed.     

What drives smartwatch purchase intention? Perspectives from hardware,software, design,and value

Although wearable devices are popular in recent years, the market share of smartwatches is relatively low. The main goal of this research is to investigate the antecedents of the intention to purchase a smartwatch. This research develops a conceptual model and hypotheses based on the theory of reasoned action and perceived values from the perspectives of software, hardware, and aesthetic design. An online questionnaire was developed and distributed on popular websites to collect data, and 260 usable responses are collected from the potential users of the Apple Watch in Taiwan. The thirteen hypotheses were validated by using partial least squares (PLS) techniques. Among the antecedents of purchase intention in the model, the attitude towards using smartwatches was found to have the strongest direct effect. Among the factors of the attitude, design aesthetics have the most significant effect. The results also show that all of the factors about smartwatch attributes directly affected the related perceived values. However, social value and performance/quality value did not affect the intention. The model demonstrated relatively good explanatory power for purchase intention in the context of smartwatches. The proposed model can provide insights to smartwatch vendors to develop their new products and marketing strategies.     

Will smartwatches last? factors contributing to intention to keep using smart wearable technology

This study aims to deepen our understanding of the underlying factors affecting the intention to continue using increasingly popular wearable technology. A new theoretical model is developed and validated to extend traditional technology acceptance theories by identifying several value drivers of the continuous intention and actual usage of wearable devices. Hypotheses were tested using partial least squares path modeling on data collected from 383 actual smartwatch users. The results provide wearable device manufacturers with practical guidance for optimizing competition strategies. They also offer policy-making insights for practitioners to promote better wearable devices on the market, especially during the early stages of adoption.     

A single smartwatch-based segmentation approach in human activity recognition

The development of smart wearable devices has driven the rapid progress of activity recognition. However, existing activity recognition methods are still struggling to recognize single arm swings due to coarse-grained sensor data segmentation. Refined arm-swing-wise data segmentation is vital in some specific cases, such as the rehabilitation of disabled patients. In this paper, we propose a smartwatch-based arm-swing-wise data segmentation approach for human activity recognition, which converts original sensor signals into square-wave signals to detect the cut-off points of each arm swing. Particularly, our method can adaptively adjust the window size and step size of a sliding window without considering the change of swing speed. Empirical evaluation on two datasets, a self-collected dataset and a publicly-available benchmark dataset, shows superior performance of our approach over other methods under different settings, such as classifiers, features, and wearing positions.     

Shape and Size Matter for Smartwatches: Effects of Screen Shape,Screen Size,and Presentation Mode in Wearable Communication

This study investigates how variations in the screen shape (round vs. square) and screen size (large vs. small) of smartwatches affect their hedonic and pragmatic qualities and the evaluation of transmitted information. Results from a between‐subjects experiment (N = 160) indicate that large screens positively influence information quality by simultaneously increasing both the hedonic and pragmatic qualities of smartwatches. However, the effects of round screens on information quality are mediated only by the hedonic quality, suggesting that square screens are more closely associated with the pragmatic, rather than hedonic, quality of the medium. The results also reveal that the effects of screen shape and screen size are moderated by the presentation mode (text + image vs. text only) of information.     

Exploring the determinants of users’ continuance intention in smartwatches

The purpose of this study is to examine possible factors that influence continuance intention to use a smartwatch. The proposed research model is based on the expectation confirmation model adapted to include individual mobility, perceived aesthetics, and habit. The sample consisted of 348 actual users of smartwatches and structural equation modeling (SEM) was employed to test the research model. The results indicate that perceived aesthetics, satisfaction, individual mobility, and habit are associated with individuals’ continuance intention to use smartwatches. Surprisingly, perceived usefulness does not directly influence continuance intention of smartwatches. The implications for both theory and practice are provided based on the findings.     

Exploring consumers’ intention to accept smartwatch

With the growing smartwatch market over the past few years, smartwatch acceptance in consumer markets has become an important topic for both researchers and designers. Identification of factors that influence consumers to accept a smartwatch can improve user-centered design. This study explores the intentions of using a smartwatch from the consumer perspective, combining innovation diffusion theory (IDT), the technology acceptance model (TAM), the unified theory of acceptance and use of technology (UTAUT), and perceived enjoyment. It presents an integrated method empirically tested with data from 212 participants in Taiwan. Partial lease squares (PLS) were used for models and hypotheses tests. We find several interesting results greatly different from previous studies: (1) Attitude, often identified as a weak mediator, is significant; (2) Ease of use was not significant, which implies that it should be the basic specification of smartwatches; (3) Gender has no significant effect on acceptance of smartwatches; and (4) Individuals 35–54 years old exhibit a significant demand for enjoyment in their use of smartwatch. This study contributes to the technology acceptance research field, and identifies the characteristics that influence smartwatch acceptance. Our methods and results should benefit both academics and managers with useful suggestions for research directions and product strategies.     

From traditional wristwatch to smartwatch: Understanding the relationship between innovation attributes,switching costs and consumers' switching intention

Smartwatches are one of the most disruptive innovations of the past decade. However, these hi-tech gadgets fail to attract interest in the same way as smartphones, or tablet PCs. Despite optimistic market growth forecasts, smartwatches have not taken the place of traditional wristwatches until today, and the number of people who use traditional wristwatches outnumbered those who use smartwatches. This study is thus motivated to examine the factors that affect traditional wristwatch users' intentions to switch to smartwatches. Based on the Diffusion of Innovations Theory, a research model was developed involving perceived product lifetime, financial switching costs, and procedural switching costs. The proposed model was then empirically evaluated using survey data collected from 234 actual traditional wristwatch users about their perception of switching intentions to smartwatches. The findings revealed that relative advantage and financial switching costs significantly influence traditional wristwatch users’ behavioral intentions to switch to smartwatches. Furthermore, financial switching costs mediated the effects of relative advantage and perceived product lifetime on the switching intention. Surprisingly, perceived product lifetime, complexity, and procedural switching costs do not have direct impacts on switching intention.     

Examining user perceptions of smartwatch through dynamic topic modeling

Since the 2010s, various companies have begun to manufacture wearable smartwatch devices, but the current sales of these products are not impressive. This study investigates how the limitations of the smartwatch are related to perceptual discomforts. Theoretically, this study evaluates the claim that the discomfort that users appear to have with the smartwatch stem from failed remediation. Users perceive the smartwatch more as a set of functional sensors rather than a watch or smartphone. Specifically, from the remediation perspective, the authors asked how users perceive the functions of the smartwatch. This study used dynamic topic modeling for topics on the smartwatch on Reddit. This study reports that the smartwatch has failed to provide a proper way to use the remediated content that it provides. Suggestions for future studies are addressed.