Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 65, Issue -, Pages 276-284Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2016.07.047
Keywords
Smartwatches; Wearables; Technology adoption; Fashnology; Fashion; Technology
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Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known about why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literatures. Empirical results reveal perceived usefulness and visibility as important factors that drive adoption intention, suggesting that smartwatches represent a type of 'fashnology' (i.e., fashion and technology). The magnitude of these antecedents is influenced by an individual's perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed. (C) 2016 Elsevier Ltd. All rights reserved.
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