Exploring the motivational factors on continuous usage intention of smartwatches among actual users

Nowadays, smart wearable technology comes up to different sectors and is gaining momentum to be implemented in everyday objects. Smartwatches are the most popular type of wearable devices. The current study attempts to understand the motivational factors of consumers’ continuous intention to use smartwatches. In particular, a netnography research has been conducted and consumers’ opinions on smartwatches on Amazon have been analysed. Eight key determinants of continuous usage intention of smartwatches have been identified. Some of them (healthology, complementary goods and enabling technologies) were not included in previous technology adoption models, highlighting that existing models need to be updated when it comes in the domain of continuous usage intention of wearable technologies.