Consumer valuation of the wearables: The case of smartwatches |
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| Affiliation: | 1. School of Business Administration, Ulsan National Institute of Science and Technology, Ulju-Gun, Ulsan, 689-805, South Korea;2. School of Media and Communication, Korea University, Anam-Dong, Seongbuk-Gu, Seoul, 136-701, South Korea;1. School of Technology Management, Ulsan National Institute of Science and Technology (UNIST), Ulsan, South Korea;2. School of Media and Communication, Korea University, Anam-Dong, Seongbuk-Gu, Seoul 136-701, South Korea;1. Department of e-Business, Dong-Eui University, Busan 47340, Republic of Korea;2. Graduate School of Dong-Eui University, Busan 47340, Republic of Korea;3. Busan IT Industry Promotion Agency, Busan 48059, Republic of Korea;4. Business Administration, Ulsan University, Ulsan 44610, Republic of Korea;5. College of Business Administration, California State University Sacramento, 6000 J Street, Sacramento, CA 95819, USA;1. Department of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Republic of Korea;2. Economics and Management Research Lab, KT Corporation, 90 Bulljeong-ro, Bundang-gu, Seongnam 463-711, Republic of Korea;1. Department of Interaction Science, Sungkyunkwan University, Republic of Korea;2. Department of Media and Culture Studies, Utrecht University, The Netherlands;1. Computer Science Department, University of Sharjah, Sharjah, United Arab Emirates;2. Computer Science and Engineering Department, Yanbu University College, Royal Commission for Jubail and Yanbu, Yanbu Industrial City, Saudi Arabia;3. Electrical Engineering Department, University of Sharjah, Sharjah, United Arab Emirates;4. Computer Engineering Department, University of Sharjah, Sharjah, United Arab Emirates;5. School of Computing & Science & Engineering, University of Salford, UK |
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| Abstract: | 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. |
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| Keywords: | New product adoption Consumer preference Wearable computing Smartwatch Conjoint analysis |
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