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학술지
Exploring Determinants of Smartwatch Diffusion Using a Value Adoption Model
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- 발행일
- 201806
- 출처
- 기술혁신학회지, v.21 no.2, pp.684-714
- ISSN
- 1598-2912
- 출판사
- 한국기술혁신학회
- 협약과제
- 18ZE1100, ICT R&D 경쟁력 제고를 위한 기술경제 및 표준화 연구, 한성수
- 초록
- Contrary to predictions, the market diffusion of smartwatch is proceeding slowly. Smartwatch companies should pursue new strategies to overcome this so-called chasm; however, little is known about smartwatch attributes valuable for target consumers. This study investigates beneficial and sacrificial features influencing overall perceived value of smartwatch, which in turn affects usage intention, and considers moderating effect of personal innovativeness. A total of 323 usable data were analysed using partial least squares. The results show that two benefits (utilitarian and hedonic) and three sacrifices (usability, performance, and finance) significantly impact on usage intention via perceived value. A significant effect of personal innovativeness as a moderator is also observed. Interestingly, the influence of social benefits on perceived value is not supported, which means strengthening image improvement strategies might not be appropriate for the diffusion. In order to overcome the chasm, suitable strategies should be used, and focusing on consumers who are highly innovative are strongly recommended.
- KSP 제안 키워드
- Adoption Model, Image improvement, Improvement strategies, Least Squares(LS), Market diffusion, Partial least-squares(PLS), Perceived value, Personal innovativeness, Usage intention, moderating effect, social benefits