EXPLORING MILLENNIAL CONSUMERS’ PERCEPTIONS, ATTITUDES AND PURCHASE INTENTIONS TOWARDS LUXURY FASHION WEARABLE TECHNOLOGY (SMARTWATCHES)

Marta Blazquez Cano,Bethan Alexander,Karie Fung 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Smartwatches are mini devices that are worn like standard watches, which allow installation and use of mobile apps enabling connectivity and interactivity (Chuah et al., 2016). Park et al. (2016) regard smartwatches as multi-category products and are considered to be the first commercialized wearable technology for consumers (Jung et al., 2016). Wearable technologies refer to high-tech devices that are integrated into clothing, accessories or the human body to provide personalized functions to users, regardless of the types of usage (Choi and Kim, 2016). Thus, the smartwatch is recognised as an important and pioneering sub-category of broader smart-fashion. Wearable technology has become more readily available and widespread in the market. A recent industry report (IDC, 2017) indicates that worldwide shipments of wearable devices are expected to increase by 132% from 102.4 million units to 237.5 million units between 2016 and 2021, driven by the proliferation of new and various types of smartwatches. In the past, high-tech and fashion were considered as two separate industries. However, recent years have witnessed a trend towards fashion and high-tech collaborations (Zimmermann, 2016). For example, “Herm?s Apple watch” and “Louis Vuitton Tambour Horizon” (O‟Connor, 2017). Millennial consumers are often perceived as the first high-tech generation. This young generation is increasingly attracted by the innovativeness of smartwatches (Shotter and Bradshaw, 2014). According to PwC (2016), millennials are more likely to use smartwatches than older generations. Gartner‟s (2017) research also highlights that millennials represent the largest user group of wearable technologies. Considering the increasing magnitude of millennials‟ interest in luxury wearables, this study takes factors affecting millennial consumers‟ new technology acceptance, and luxury consumption into account. Despite increasing attention from industry, scholarly research on wearable technology has been limited to technological uses. Extant studies are focused in the fields of information systems, computers in human behaviour (Chuah et al., 2016) or electronic textiles (Berzowska, 2005). They concentrate on how these devices might be utilized for healthcare and safety monitoring, fitness or biometric purposes (Choi & Kim, 2016). Academic research to date therefore tends to be more technology rather than consumer driven (Choi and Kim, 2016). As discussed, although the fashion and technology industries are converging (Zimmermann, 2016), most existing research into smartwatch adoption (Choi & Kim, 2016; Chuah et al., 2016; Kim & Shin, 2016) utilizes standard or fitness-centric smartwatches as the research objects. Researchers generally fail to see smartwatches as a hybrid of high-tech wearable and luxury products. The Technology Acceptance Model (TAM) (Davis, 1986) is a frequently cited model in predicting consumers‟ intentions to adopt an emerging technology. It depicts that perceived usefulness and perceived ease of use are two critical variables influencing users‟ beliefs, attitudes and intentions to embrace a new information system (Legris et al., 2003). An extension of TAM, TAM 2 (Venkatesh and Davis, 2000) denotes the influence of subjective norm on behavioural intentions. In this model, technology adoption is regarded as a process of social influence. TAM has been extensively applied to explain consumer acceptance of e-commerce (Pavlou, 2003), mobile payment (Schierz et al., 2010), smart glasses (Raushnabel and Ro, 2016), mobile learning systems (Park et al., 2012) and standard smartwatches launched by IT brands (Kim and Shin, 2015; Choi an Kim, 2016). Yet, despite considerable research on the application of TAM, studies incorporating TAM 2 to explain consumers‟ perceptions, attitudes and intentions towards using luxury fashion wearables is still scarce. While Choi and Kim (2016) provide a first step towards understanding consumers‟ perceptions of smartwatches, the authors consider only the functional (perceived usefulness and ease of use) and personal (need for uniqueness and vanity) variables. The influences of other factors like emotional and social factors are neglected. Within the context of consumer behaviour, watches are consumed primarily for aesthetic appeal, as well as providing a means for constructing one‟s self-identity. Thus, psychological and social motivations may also be considered as antecedents to luxury fashion smartwatch adoption. In addition, luxury fashion wearable technology products embrace both high-tech functionality and fashionable design. These smartwatches are marketed as luxurious accessories, rather than solely functional digital devices, as self-expressive use of them has become more commonplace (Mintel, 2016). Furthermore, millennial consumers generally consume luxury for social-oriented purposes (Eastman & Liu, 2012). Hence, values that drive millennial consumers‟ luxury consumption, along with factors proposed in TAM 2, are perceived to play a critical role in affecting the adoption of these smart accessories. The premise of this paper is based on Wiedmann et al.‟s (2007) model of luxury values, employing individual values (self-identity and perceived hedonism), social value (perceived conspicuousness) and functional values (perceived usefulness and perceived quality) to investigate the key factors affecting luxury fashion smartwatch adoption. The Theory of Reasoned Action (TRA) (Ajzen and Fishbein, 1975) provides a framework for understanding consciously intended consumer behaviour (Yousafzai et al., 2010). It posits that the impact of consumer attitudes and subjective norms on actual behaviour are mediated by behavioural intentions, which is considered the most powerful predictor of human behaviour (Ajzen and Fishbein, 2005). In TRA, the roles of personal and social factors in forming behavioural intentions are considered. This attitude-intention-behaviour association has been extensively validated in various contexts like ethical consumption (Paul et al., 2016), Green Information Technology (Mishra et al., 2014) and online banking (Yousafzai et al., 2010). Yet, nascent research exists on the attitude-intention link in luxury fashion smartwatch adoption. Purpose In order to address the research gaps elucidated, this study aims to examine the relationships between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore millennial consumers‟ overall perceptions of using these luxury wearable technologies. Specifically, this study critically reviews and links the theories of technology adoption and luxury consumer behaviour to investigate and explore consumer behaviour towards luxury fashion smartwatches in order to offer compelling academic and managerial implications. Design/Methodology/Approach A conceptual framework (see Figure 1) was developed grounded in luxury consumption, technology acceptance and consumer behaviour literature, from which 9 research hypotheses and 3 research questions ensued. The model posits that millennial consumers develop attitudes and purchase intentions towards luxury fashion smartwatches in 3 stages. In line with the tri-component attitude model (Fishbein and Ajzen, 1975), consumers learn about luxury fashion smartwatches at the first phase (cognition). The second phase (affective) involves the formation of consumers‟ attitudes towards using luxury fashion smartwatches. At the final phase (conation), consumers develop intentions to buy consistent with their overall evaluations. Drawing on the TRA, relationship between consumer attitudes and purchase behaviour in terms of learning, feeling and doing (Solomon et al., 2010) is depicted. To offer a detailed understanding, mixed methods were employed (Creswell, 2014). An online self-administrated questionnaire was conducted and 230 valid samples were collected. The sample profile were millennial consumers, born between 1980 and 2000 (Young and Hinesly, 2012), who have seen or tried any luxury fashion smartwatch. This study recognizes millennial consumers as the research subject because this generation is described as the next prominent consumers of global luxury and are the largest user group of wearable devices (Higgins et al., 2016; Gartners, 2017). The proposed hypotheses were tested using SPSS 23.0 and subject to 5- statistical tests: reliability, descriptive statistics, factor analysis, correlation analysis and multiple linear regression. In addition, two face-to-face semi-structured focus-group discussions with 10 participants were conducted aiming to better understand the millennial consumer perceptions of using luxury fashion smartwatches. Quantitative content analysis and thematic analysis were employed to produce a more organized and comprehensive summary of the qualitative data. << Insert Figure 1 about here >> Findings The findings indicate that functional, individual and social factors influence millennial consumers‟ adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating luxury fashion smartwatches are perceived as both an IT device and luxury fashion accessory. Other factors that might affect adoption are also discussed. A positive association between attitudes towards using luxury fashion smartwatches and purchase intentions is identified. Implications This study addresses a scholarly research gap by examining factors affecting attitudes and intentions towards using luxury fashion smartwatches, from millennial consumers‟ perspectives. It also offers strategic recommendations for luxury fashion brands in launching and growing luxury wearable opportunities specifically aimed at millennial consumers – a substantial and strategic segment for luxury brands. Research limitations and directions for future research are further elucidated. Originality and Value Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring millennial consumers‟ perceptions towards using these new generation smartwatches. To the authors‟ knowledge, this study is the first to investigate the application of TAM 2 in examining luxury fashion smartwatch adoption, and subjective norms has been proven as one of the most important factors.

스마트워치에 대한 소비자의 혁신저항과 수용의도: 효용·비용 인식에 따른 소비자유형을 중심으로

이진명 ( Jin-myong Lee ),박서니 ( Sunny Park ),나종연 ( Jong-youn Rha ) 한국소비자학회 2017 소비자학연구 Vol.28 No.2

본 연구의 목적은 스마트워치의 효용·비용 요인에 대한 인식을 토대로 소비자집단을 유형화하고, 소비자유형별 선행변수 및 결과변수의 차이를 분석하고, 스마트워치에 대한 소비자의 혁신저항과 수용의도에 영향을 미치는 요인을 규명하는 것이다. 이를 위해 온라인 설문조사를 통해 수집한 20대에서 40대 소비자 총 528명의 응답 자료를 군집분석, 분산분석, 중회귀분석 등을 통해 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 스마트워치 인식에 따라 소비자집단을 유형화한 결과 무관심형(12.7%), 효용중심형(40.7%), 비용중심형(23.1%), 양가형(23.5%)의 네 유형이 도출되었으며, 소비자유형 간 스마트워치효용과 비용에 대한 인식의 유의한 차이가 나타났다. 둘째, 소비자유형별로 소득수준, 기술준비도, 성과모호성, 신제품 출현기대의 유의한 차이가 있는 것으로 조사되었으며, 결과변수인 혁신저항과 수용의도 또한 소비자유형별로 뚜렷한 차이가 나타났다. 셋째, 스마트워치에 대한 소비자의 혁신저항과 수용의도에의 영향요인을 분석한 결과, 기술 혁신성과 신제품 출현기대는 혁신저항을 낮추고 수용의도는 높이며, 반대로 기술 불안감은 혁신저항을 유의하게 높이고 수용의도는 낮추는 요인으로 나타났다. 기술에 대한 불편감과 성과모호성은 수용의도를 높이지는 않으나 혁신저항을 유의하게 높이는 요인으로 확인되었다. 또한 효용중심형에 비해 무관심형과 비용중심형의 혁신저항이 유의하게 높고 수용의도는 유의하게 낮았다. 양가형의 수용의도가 효용중심형보다 유의하게 높은 것으로 나타나 스마트워치의 잠재 수용자로서 양가형 소비자 집단의 중요성이 확인되었다. 본 연구는 스마트워치에 대한 소비자의 긍정적 반응뿐만 아니라 비용 인식, 혁신저항과 같은 부정적 반응을 파악하고 관련 변인들을 이해하는 것을 통해 기술과 소비자에 대한 이론적 논의를 확장하는 것은 물론, 산업적 측면에서 혁신제품의 잠재적 소비자와 세분시장을 이해하는데 기여한다. Smartwatch has received much attention as an innovative new product that connects the next generation of smart phones. This optimistic prospect is still valid, but consumers’ responses to smartwatch are quite different from market expectations. This study amis 1) to derive consumer types based on the perception of benefits and costs of smartwatch, 2) to analyze the differences among consumer types, and 3) to identify factors that affect consumers’ resistance and intention to adopt smartwatches. For this purpose, data was collected using a self-administrated online survey of 528 consumers and analyzed the data through k-means cluster analysis, ANOVA, and multiple regression analysis. The major findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer types according to the levels of perceived benefits and costs of smartwatch: ‘Indifferent type’(12.7%), ‘cost-centered type’(23.1%), ‘benefit-centered type’(40.7%), and ‘Ambivalent type’(23.5%). There was a significant difference in smartwatch benefits and costs perception among the consumer types. Second, antecedent variables including income level, technology readiness (TR), performance ambiguity, and expectation of new product emergence among consumer types were all significantly different. The perception of four sub-dimensions of TR was lowest in the indifferent type and the highest in the ambivalent type. Comparing the cost-centered type with the benefit-centered type, the innovativeness was high in the benefit-centered type, and the discomfort and anxiety were high in the cost-centered type. The performance ambiguity was significantly lower in the benefit-centered type than in the other three types, and the expectation of new product emergence was the lowest in the indifferent type and the highest in the ambivalent type. Third, there was a significant difference in the level of innovation resistance and intention to adopt smartwatch by consumer type. The ambivalent type, which perceives both the benefits and the costs of smartwatch as high, showed low innovation resistance and the highest intention to adopt smartwatch. Fourth, using a multiple regression analysis, this study identified variables that impact the consumers’ innovation resistance and intention to adopt smartwatch. Consumers’ innovativeness and expectation of new product emergence influenced innovation resistance negatively but influenced intention to adopt smartwatch positively. On other hand, technology anxiety influenced innovation resistance positively but influenced intention to adopt smartwatch negatively. Technology discomfort and performance ambiguity only significantly and positively affected consumer resistance to smartwatch. The intention to adopt smartwatch of the ambivalent type was significantly higher than that of the benefit-centered type, indicating the importance of ambivalent consumer group as potential user of smartwatch. This study is different from the previous studies in that it analyzes not only consumers’ positive responses to smartwatch such as perceived benefits and adoption but also negative responses such as perceived costs and innovation resistance, and investigates the relationship between antecedent and outcome variables. This study has the theoretical implications in terms of expanding the discussion on technology and consumers, and has practical implications for contributing to the understanding of potential consumers and subdivision markets of innovative products including smartwatch.

색면추상을 이용한 스마트워치 잠금화면 디자인 연구 - 스트레스 지수 시각화를 중심으로 -

이한나,최종훈 한국기초조형학회 2016 기초조형학연구 Vol.17 No.2

본 연구의 목적은 최근 대중화되고 있는 스마트 워치의 잠금화면 디자인을 위한 예술적인 표현법을 연구하고 적용해보고자 하는 것이다. 특히, 스마트워치의 스트레스 모니터링 디자인을 제안하는 데에 있어 예술사조 가운데 색면추상화의 표현 기법을 이용하고자 한다. 스마트워치는 바이오센서 등을 이용하여 쉽게 생체 정보를 수집하고 표현할 수 있는 장점이있기 때문에 헬스 케어의 기능에 중점을 둔 경우가 많이 있다. 대부분의 스마트워치 생체 정보 디자인은 기호학의 색채 이론을 바탕으로 한 그래프나 차트를 이용하고 있는데 이는 사용자의 감성적인 경험을 끌어내기에는 부족함이 있다. 물론일부 스마트워치는 사람의 표정을 도식화한 이모티콘을 생체 정보 디자인으로 이용하고 있지만 표정의 직접적 묘사는 사용자를 위한 감성적인 디자인 표현과는 거리가 있다고 볼 수 있다. 생체 정보의 표현 중에서 스트레스 지수 시각화1)와 같이 심리적인 요인이 크게 작용하는 경우에는 디자인이 전달하는 심미적인 효과가 더욱 중요하게 고려되어야 할 것이다. 본 연구자는 색채가 인간에게 전달하는 심리적 작용을 보여주는 대표적인 예술사조인 색면추상화를 스마트워치의 스트레스 지수 표현에 응용해보고자 하였다. 색면추상화는 사용자에게 기분의 환기를 가져다주는 시각적 경험을 제공하는 동시에 스마트워치의 예술적인 부분을 강조해 줄 수 있다. 또한, 스마트워치는 아날로그 손목시계를 기본으로 하고 있는데, 시계는 현대인들에게 기능적 효용성 이상으로 디자인적, 예술적 가치가 중요하게 여겨진다고 볼 수 있다. 특히, 시계의 페이스 디자인은 시계의 아이덴티티인 동시에 사용자 개인의 미적인 취향과 개성을 드러내는 중요한 요소이다. 본 연구자는 색면추상의 표현 기법을 적용한 스트레스 지수의 감성적인 시각화를 디자인으로 제안하여 스마트워치 잠금화면의 예술적인 시각 표현의 가능성을 제시하고자 하였다. The purpose of the study was to propose a lock screen design for the smartwatch (now a popular device) that employed color field painting. More specifically, it focused on including the visualization of stress among the health care functions of the smartwatch. The strength of the smartwatch lies in the fact that it can easily be used to track biometric data using a biosensor. Most smartwatch designs for health care services have devised graphs or charts that use color as a semiotic mode. Although some smartwatches use emoticons to show stress levels, their designs should focus on considering the psychological effects of the design elements on users rather than depicting emotional facial expressions. The author conducted an experiment involving color field painting on a smartwatch to reveal the psychological impact of the interface design on users and express their stress levels. Not only does color field painting provide users with visual experiences, but it also enhances the artistic element of smartwatches. The smartwatch has been considered a perfect fashion item with technological and artistic value. It originates from the wristwatch, which was more recognized for its artistic value than its functional aspects. Moreover, the face design of a watch confers an identity on the watch and points to the preferences and personality of its users. The smartwatch lock screen interface design with color field painting is a new method for representing stress levels. The author suggested the possibility of the artistic visual expression of the smartwatch, showing stress levels on the lock screen using color field painting.

지각된 유용성과 지각된 즐거움이 스마트워치 수용에 미치는 영향과 소비자 관성의 조절효과

이진명,박서니,나종연 한국소비문화학회 2018 소비문화연구 Vol.21 No.2

This study aims to investigate the effect of perception of product attributes of smartwatch on the intention to adopt smartwatch by mediating perceived usefulness and perceived enjoyment. This study also examined whether the effects of perceived usefulness and perceived enjoyment on intention to adopt smartwatch are moderated by consumer inertia as a tendency to maintain the status quo. We developed research models and hypotheses based on previous studies on product attributes and modified technology acceptance model. Data were collected through an online survey of 409 respondents in their 20s and 40s who did not have smartwatch and analyzed through structural equation modeling approach. The major findings of this study are as follows. First, compatibility of smartwatch had a positive effect on perceived usefulness, privacy risk had a negative effect on perceived usefulness, and perceived usefulness had a positive effect on intention to adopt smartwatch. Second, design and self-image enhancement had a significant positive effect on perceived enjoyment, and perceived enjoyment had a positive effect on intention to adopt smart watch. Third, as a result of verifying the moderating effect of consumer inertia in adopting smartwatch through multigroup analysis, the effect of perceived enjoyment on the intention to adopt smartwatch was significantly stronger in the group with high inertia. This study shows that enhancing both perceived usefulness as functional motivation and perceived enjoyment as emotional motivation is important for consumers' adoption of smartwatch, considering smartwatches have both attributes of IT devices and fashion products. Moreover, this study implies that perceived enjoyment can be a more important factor in adoption of new technology than perceived usefulness for consumers who tend to stick to current situation. 본 연구의 목적은 IT와 패션이 결합된 융복합 제품으로서 스마트워치 제품속성에 대한 인식이 지각된 유용성과 지각된 즐거움을 매개로 스마트워치 수용의도에 미치는 영향을 살펴보고, 지각된 유용성과 지각된 즐거움이 스마트워치 수용의도에 미치는 영향이 혁신적 대안이 존재함에도 현상을 유지하려는 경향으로서의 관성(inertia)에 의해 조절되는지 검증하는 것이다. 온라인 설문조사를 통해 스마트워치를 보유하지 않은 20대에서 40대 소비자 409명의 응답 자료를 수집하고 구조방정식 모형 검증 및 다집단 분석을 통해 자료를 분석하였다. 연구의 주요 결과는 다음과 같다. 첫째, 스마트워치의 적합성은 지각된 유용성에 정적 영향을, 프라이버시 위험은 지각된 유용성에 부적 영향을 미치며, 지각된 유용성은 스마트워치 수용의도에 유의한 정적 영향을 미치는 것으로 나타났다. 둘째, 디자인과 이미지 고양은 지각된 즐거움에 정적 영향을 미치며, 지각된 즐거움은 스마트워치 수용의도에 유의한 정적 영향을 미치는 것으로 나타났다. 셋째, 다집단 분석을 통해 지각된 유용성과 즐거움이 스마트워치 수용의도에 미치는 영향력이 관성에 의해 조절되는지 살펴본 결과, 지각된 즐거움이 수용의도에 미치는 효과가 관성이 높은 집단에서 관성이 낮은 집단보다 유의하게 더 큰 것으로 나타났다. 본 연구는 기능적 유용성과 정서적 즐거움이 소비자의 스마트워치 수용에 모두 유의한 영향을 미친다는 점을 밝히고, 특히 관성이 강한 소비자에게는 새로운 기술 수용에 있어 유용성보다 즐거움이 보다 중요한 동기일 수 있다는 점을 규명했다는 점에서 학문적 의의를 갖는다.

스마트폰 사용이 스마트워치 사용의도에 미치는 영향 - 브랜드 확장의 관점 -

임양환,Lim, Yangwhan 디지털산업정보학회 2017 디지털산업정보학회논문지 Vol.13 No.2

Although smartwatches are different from smartphones in shape and carried method, they are also highly relevant to smartphones and have similar characteristics. This paper studied the impact of using smartphones on the intention to use smartwatches from the perspective of brand extension. The hypotheses were that the major factors of the attitude formed in the process of using smartphones affect the intention of using them and affect the trust of smartwatches. As a result of testing the hypotheses, trust in smartphonees affected trust in smartwatches. And the intention to use smartphones and the trust of smartwatches affected the intention to use smartwatches. However, the satisfaction, familiarity, and favorability of smartphones did not affect the trust of smartwatches. Smartwatches were associated with smartphones but they had independent characters. Based on the results of the study, the trust of smartwatches is very important, so the corporate managers need to find ways to improve their trust. And they should find strategies to improve the value of the product by finding out the factors that can increase the intention of using smartwatches.

스마트워치에서의 기본 금융 뱅킹 UI 연구

장수민,반영환 대한인간공학회 2022 大韓人間工學會誌 Vol.41 No.6

Objective: The purpose of this study is to derive a basic financial banking UI framework for the use of smartwatch-oriented financial services. Background: With the spread of smartphones, banks that provided financial services as offline branches have changed to mobile banking services. In addition, as the use of smartphones increased, the usage rate of smartwatches also increased. Accordingly, some domestic and foreign banks provide financial services of banks through smartwatches. However, with the withdrawal of Nonghyup's services, only Woori Bank's services are operated for smartwatch financial services currently provided in Korea. Method: Basic financial banking functions were derived through previous studies and a survey of 382 people. After that, based on the input method of the smartwatch found in previous studies, the process of using account transfer and account check, which are essential basic financial banking functions, was derived, and then redefined as the stage of use in the smartwatch. Subsequently, touch UI and voice UI frameworks available in smartwatches were derived. Results: When providing basic financial banking such as account transfer and account check in a smartwatch, an input method that provides a touch UI and a voice UI, not just a touch UI, is needed in consideration of the small display size of the smartwatch. Conclusion: By providing two input methods, touch UI and voice UI, the convenience and usability of the service can be improved through a customized input method for the use process. Application: This study proposes a basic financial banking UI input framework that can be used in the future development and advancement of smartwatch banking services.

스마트워치 건강관리기능에 대한 노인 소비자 수용과 저소득 독거노인 수용 증대방안 연구

전상민,심유조 한국소비자학회 2022 소비자학연구 Vol.33 No.6

The purpose of this study is to find ways to increase the acceptance of smartwatch health care functions by elderly consumers and propose ways to prevent lonely death and ensure effective daily health care support for the low-income elderly living alone with these functions. To this end, an online survey was conducted of 330 elderly consumers in the Seoul metropolitan area who have been using smartwatches for over 6 months, and 10 other experts including social workers, public institutions, and academic experts. The result of this consumer survey analysis shows that the elderly mainly used the exercise and vital sign care functions every day, and both satisfaction from and intention to use were high. Using the value-based adoption model, it was found that health information provision and pride, which are the consumer benefit factors, had a positive effect on perceived value, whereas the influence of all consumer cost factors was not significant. Perceived value had a positive effect on the intention to use. In addition, the effect of providing health information on perceived value was positively significant in both groups that actively use digital devices and have good support in using smartwatches. In a group that actively uses digital devices, pride positively affected perceived value, whereas discomfort in use had a negative effect on perceived value. The difference in path coefficients between groups according to the level of digital device use initiative and smartwatch use support conditions was not significant across paths. The findings of this expert survey show that the low-income elderly living alone are vulnerable digital care targets, and smartwatch health care functions are very useful for preventing lonely deaths and coping with emergencies, but their acceptance and ability to use were significantly low. The study proposes that a simple and intuitive UI configuration involving automation, AI service, voice recognition and guidance, readability, and audibility is needed for the low-income elderly living alone to increase their acceptance of and ability to use smartwatches. Distribution of free smartwatches through the Community Service Center, repeated face-to-face trainings and support by social workers, prompt transport and treatment through cooperation with 119, public health centers, and medical institutions in cases of emergency, remote medical treatment when necessary, and sufficient budgetary and manpower support from government should be organically provided. Furthermore, the study emphasizes the need for a command center and personal information manager to oversee these. Based on the findings, this study provides a plan to increase the acceptance of smartwatch health care functions by elderly consumers, especially those with low incomes and living alone, and proposes a useful UI configuration of smartwatch heath care functions, and use support/education methods.

스마트워치의 기술수용요인이 이용의도에 미치는 영향 - 디자인속성의 외부효과를 중심으로 -

홍은정 한국일러스아트학회 2016 조형미디어학 Vol.19 No.2

This study examines the causal relationship of factors which affect diffusion of smartwatch to discuss the use pattern of smartwatch users. Purpose of this study is to analyze relationships between perceived design attributes, usefulness, ease of use, and intention to use among subjects in the 20-40 age group of either gender. The research model for this study proposes a structural equation model based on usage intention, perceived usefulness (PU), and perceived ease of use (PEOU) as core concepts of the technology acceptance model (TAM), in addition to design attributes of functionality, aesthetical appeal, and experience as exogenous variables derived from literature. In examining the smartwatch acceptance process through this study model, exogenous variables are functionality, aesthetical appeal, and experience provided by the device. Parameters are PU and PEOU, while the dependent variable is usage intention. Summary of key outcomes of this study are as follows. First, this study found positive correlation between PU and smartwatch design attributes of functionality, aesthetic appeal, and experience. Second, this study found positive correlation between PEOU and smartwatch design attributes of functionality and experience, but no correlation in terms of aesthetical impression. Third, this study found positive correlations between PU and PEOU, and also for PU and usage intention, while PEOU and usage intention had no significant correlation. Fourth, this study found positive correlations between smartwatch design attributes of functionality and experience to usage intention, while aesthetical impression and usage intention had no significant correlation. This significance of this study is in its verification of an expanded technology acceptance model (TAM) that accounts for the design attributes of smartwatches. In terms of practical significance, this study identified a need for strategic re-evaluation concerning the aesthetic appeal of smartwatch design. 본 연구에서는 스마트워치 수용에 영향을 미치는 변수들 간의 인과관계를 살펴봄으로써 스마트워치 사용자의 이용행태를 논의하였다. 이에 본 연구는 20~40대 성인남녀를 대상으로 이들이 지각하는 스마트워치의 디자인속성과 지각된 유용성 및 용이성, 이용의도 간의 관계를 분석하는데 목적이 있다. 본 연구의 연구모형에서는 기술수용모델의 핵심개념인 지각된 유용성, 지각된 용이성, 이용의도와 선행연구에서 도출된 디자인속성인 기능성, 심미성, 경험성을 외생변수로 삼아 구조방정식 모델을 제안하였다. 즉, 이 연구의 모델의 외부변수는 스마트워치의 기능성, 심미성, 경험성으로 설정하였고, 매개변수는 지각된 유용성, 지각된 용이성이며, 종속변수는 이용의도로 설정하여 스마트워치 수용과정을 규명하였다. 본 연구의 주요결과를 정리하면 다음과 같다. 첫째, 스마트워치의 기능성, 심미성, 경험성 디자인속성 요인은 지각된 유용성에 정(+)의 유의한 관계가 있다는 것을 확인할 수 있었다. 둘째, 스마트워치의 기능성, 경험성 디자인속성 요인은 지각된 용이성에 정(+)의 유의한 관계가 있다는 것을 확인할 수 있었으나, 심미성은 지각된 용이성에 유의한 영향을 미치지 못하는 것으로 나타났다. 셋째, 지각된 유용성은 지각된 용이성과 이용의도에 대해 각각 정(+)의 유의한 관계가 있다는 것을 확인할 수 있었으나, 지각된 용이성은 이용의도에 유의한 영향을 미치지 못하는 것으로 나타났다. 넷째, 스마트워치의 기능성, 경험성 디자인속성 요인은 이용의도에 정(+)의 유의한 관계가 있다는 것을 확인할 수 있었으나, 심미성은 이용의도에 유의한 영향을 미치지 못하는 것으로 나타났다. 결국 본 연구는 스마트워치의 디자인속성을 반영하여 확장된 기술수용모델을 검증하였다는데 이론적 의의가 있으며, 이 과정에서 스마트워치 디자인속성의 중심이 되는 심미성에 대한 전략적 변화의 필요성을 파악하였다는데 실무적 의의가 있다.

Smartwatches as chest compression feedback devices: A feasibility study

Song, Y.,Chee, Y.,Oh, J.,Ahn, C.,Lim, T.H. Elsevier/north-Holland Biomedical Press 2016 Resuscitation Vol.103 No.-

Background: Recently, there have been attempts to use smartphones and smartwatches as the feedback devices to improve the quality of chest compressions. In this study, we compared chest compression depth feedback accuracy between a smartphone and a smartwatch in a hands-only cardiopulmonary resuscitation scenario, using a manikin with a displacement sensor system. Methods: Ten basic life support providers participated in this study. Guided by the chest compression depths displayed on the monitor of a laptop, which received data from the manikin, each participant performed 2min of chest compressions for each target depth (35mm and 55mm) on a manikin while gripping a smartphone and wearing a smartwatch. Participants had a rest of 1h between the instances, and the first target depth was set at random. Each chest compression depth data value from the smartphone and smartwatch and a corresponding reference value from the manikin with the displacement system were recorded. To compare the accuracy between the smartphone and smartwatch, the errors, expressed as the absolute of the differences between the reference and each device, were calculated. Results: At both target depths, the error of the smartwatch were significantly smaller than that of the smartphone (the errors of the smartphone vs. smartwatch at 35mm: 3.4 (1.3) vs. 2.1 (0.8) mm; p=0.008; at 55mm: 5.3 (2.8) vs. 2.3 (0.9) mm; p=0.023). Conclusion: The smartwatch-based chest compression depth feedback was more accurate than smartphone-based feedback.

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

Choi, J.,Kim, S. Pergamon 2016 Computers in Human Behavior Vol.63 No.-

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.