What Explains Smartwatch Adoption? A Compatrative Study of South Korea and Indonesia

다국어 초록 (Multilingual Abstract)

Identifying factors that influence consumers' intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.

참고문헌 (Reference)

1 United Nations, "World economic situation and prospects" 53 : 2019

2 Dehghani, Milad, "Will smartwatches last? Factors contributing to intention to keep using smart wearable technology" 35 (35): 480-490, 2018

3 eMarketer, "Why consumers aren't purchasing a smart watch"

4 Ipsos, "Who are the world's biggest wearable tech buyers?"

5 Claussen, Jorg, "When less can be more-Setting technology levels in complementary goods markets" 44 (44): 328-339, 2015

6 Statista, "Wearables: The global wearables market is all about the wrist"

7 Chuah, Stephanie Hui-Wen, "Wearable technologies : The role of usefulness and visibility in smartwatch adoption" 65 : 276-284, 2016

8 Yang, Heetae, "User acceptance of wearable devices : An extended perspective of perceived value" 33 (33): 256-269, 2016

9 Turel, Ofir, "User acceptance of hedonic digital artifacts : A theory of consumption values perspective" 47 (47): 53-59, 2010

10 Anggraini, Nina, "Usability study and users ’ perception of smartwatch : Study on Indonesian customer" 161 : 1266-1274, 2019

11 Ajzen, Icek, "Understanding attitudes and predicting social behavior" Prentice-Hall 1980

12 Ayeh, Julian K., "Towards an understanding of online travelers' acceptance of consumergenerated media for travel planning : Integrating technology acceptance and source credibility factors" 2013 : 254-267, 2013

13 Luarn, Pin, "Toward an understanding of the behavioral intention to use mobile banking" 21 (21): 873-891, 2005

14 Horton, Matthew, "Too cool at school-understanding cool teenagers" 10 (10): 73-91, 2012

15 Ajzen, Icek, "The theory of planned behavior" 50 (50): 179-211, 1991

16 최미향 ; 임수빈, "The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention" 한국마케팅학회 23 (23): 63-94, 2021

17 Henseler, Jorg, "Testing measurement invariance of composites using partial least squares" 33 (33): 405-431, 2016

18 Statista, "Technology & telecommunications: Consumer electronics, Number of connected wearable devices worldwide by region 2015-2022"

19 김영찬 ; 정재학 ; 정형식, "Successful Marketing Strategies in Emerging Markets: Focusing on the Southeast Asian Market" 한국마케팅학회 15 (15): 201-212, 2014

20 Schilling, Melissa A., "Strategic management of technological innovation" Tata McGraw-Hill Education 2005

21 Cialdini, Robert B., "Social influence : Compliance and conformity" 55 (55): 591-621, 2004

22 Krey, Nina, "Smartwatches: Accessory or tool? The driving force of visibility and usefulness" 1-12, 2016

23 Buenaflor, Cherrylyn, "Six human factors to acceptability of wearable computers" 8 (8): 103-114, 2013

24 Brucks, Merrie, "Price and brand name as indicators of quality dimensions for consumer durables" 28 (28): 359-374, 2000

25 Bierhoff, Hans Werner, "Person perception and attribution" Springer-Verlag 1989

26 Davis, Fred D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-339, 1989

27 Hair, Joe F., "PLS-SEM : Indeed a silver bullet" 19 (19): 139-151, 2011

28 Choi, Jaewon, "Is the smartwatch an IT product or a fashion product? A study on factors affecting the intention to use smartwatches" 63 : 777-786, 2016

29 Tunca, Sezayi, "Impression formation in a world full of fake products" 36 : 287-292, 2009

30 Bris, Arturo, "IMD world digital competitiveness ranking 2019. IMD World Competitiveness Center" IMD 2019

31 Lannon, Judie, "Humanistic advertising A holistic cultural perspective" 2 : 195-213, 1983

32 Krey, Nina, "How functional and emotional ads drive smartwatch adoption : The moderating role of consumer innovativeness and extraversion" 29 (29): 578-602, 2019

33 Reeder, Blaine, "Health at hand : A systematic review of smart watch uses for health and wellness" 63 : 269-276, 2016

34 Rauschnabel, Philipp A., "Fashion or technology? A fashnology perspective on the perception and adoption of augmented reality smart glasses" 15 (15): 179-194, 2016

35 Lin, Chieh-Peng, "Extending technology usage models to interactive hedonic technologies : A theoretical model and empirical test" 20 (20): 163-181, 2010

36 Dehghani, Milad, "Exploring the motivational factors on continuous usage intention of smartwatches among actual users" 37 (37): 145-158, 2018

37 Canhoto, Ana Isabel, "Exploring the factors that support adoption and sustained use of health and fitness wearables" 33 (33): 32-60, 2017

38 Md. Mahiuddin Sabbir ; Sharmin Akter ; Tahsin Tabish Khan ; Amit Das, "Exploring Factors Affecting Consumers’ Intention to Use Smartwatch in Bangladesh: An Empirical Study" 한국경영정보학회 30 (30): 636-663, 2020

39 Dodds, William B., "Effects of price, brand, and store information on buyers'product evaluations" 28 (28): 307-319, 1991

40 Jeong, Seok Chan, "Domain-specific innovativeness and new product adoption : A case of wearable devices" 34 (34): 399-412, 2017

41 이유경 ; 박민정 ; 임수빈, "Distinguishing Online Opinion Leaders: The Mediating Effect of Consumer Innovativeness and Online Opinion Leadership for Values and New Product Adoption Behavior" 한국마케팅학회 19 (19): 1-24, 2017

42 Statista, "Digital markets: Wearables South Korea"

43 Statista, "Digital markets: Wearables Philippines"

44 Statista, "Digital markets: Wearables Japan"

45 Statista, "Digital markets: Wearables Indonesia"

46 Statista, "Digital markets: Wearables Hong Kong"

47 Statista, "Digital markets: Wearables China"

48 Statista, "Digital markets: Wearables Brunei Darussalam"

49 Statista, "Digital markets: Wearables Bangladesh"

50 Statista, "Digital markets: Wearables Australia"

51 Rogers, Everett M., "Diffusion of innovations" Free Press 1962

52 Jang Yul, Kwak, "Determinants of users' intention to adopt mobile fitness applications: An extended technology acceptance model approach" The University of New Mexico

53 Erdem, Tülin, "Decision-making under uncertainty : Capturing dynamic brand choice processes in turbulent consumer goods markets" 15 (15): 1-20, 1996

54 Hung, Shin-Yuan, "Critical factors ofWAPservices adoption : An empirical study" 2 (2): 42-60, 2003

55 Kalantari, Mahdokht, "Consumers adoption of wearable technologies : Literature review, synthesis, and future research agenda" 12 (12): 274-307, 2017

56 Zeithaml, Valarie A., "Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence" 52 (52): 2-22, 1988

57 Venkatesh, Viswanath, "Consumer acceptance and use of information technology : Extending the unified theory of acceptance and use of technology" 36 (36): 157-178, 2012

58 Ko, Eunju, "Comparative analysis of purchase intentions toward smart clothing between Korean and U.S. consumers" 27 (27): 259-273, 2009

59 Hui, Wendy, "Brand, knowledge, and false sense of security" 18 (18): 162-172, 2010

60 Hwang, Chanmi, "Attitudes and purchase intentions for smart clothing : Examining US consumers' functional, expressive, and aesthetic needs for solar-powered clothing" 34 (34): 207-222, 2016

61 Mordor Intelligence, "Asia Pacific smart watch market e growth, trends, COVID-19 impact, and forecasts (2021-2026)"

62 Dutot, Vincent, "Applying the technology acceptance model in a three-countries study of smartwatch adoption" 30 (30): 1-14, 2019

63 Fisher, Robert J., "An investigation into the social context of early adoption behavior" 19 (19): 477-486, 1992

64 Kim, Ki Joon, "An acceptance model for smart watches : Implications for the adoption of future wearable technology" 25 (25): 527-541, 2015

65 Pescher, Christian, "Accounting for word-of-mouth effects in preference-based market forecasts" 33 (33): 95-107, 2014

66 Talukder, Md Shamim, "Acceptance and use predictors of fitness wearable technology and intention to recommend : An empirical study" 119 (119): 170-188, 2018

67 Park, Yangil, "Acceptance and adoption of the innovative use of smartphone" 107 (107): 1349-1365, 2007

68 Venkatesh, Viswanath, "A model of the antecedents of perceived ease of use : Development and test" 27 (27): 451-481, 1996

69 Cialdini, Robert B., "A focus theory of normative conduct : Recycling the concept of norms to reduce littering in public place" 58 (58): 1015-1026, 1990

70 Bauer, Raymond A., ""Consumer behavior as risk taking,”dynamic marketing for a changing world" 389-398, 1960