A smartwatch is one of the typical wearable devices that works with a smartphone. It collects and stores personal health information through a sensor and allows people to take care of their own health. According to Statista’s data, the sales of smartwatches worldwide have been increasing gradually from 2014 to 2017 and the sales are forecast to reach 141 million in 2018. Consumers have decided to purchase smartwatches for two reasons. First, smartwatches function as smart ICT devices including healthcare. On the other hand, users seek values of smartwatches such as brand reputation and aesthetic pleasure Thus, motivations to purchase smartwatches are quite complicated. Various studies related to a smartwatch have been emerging. However, most previous studies related to smartwatches had focused on not ‘audience driven’ but ‘technology driven’. Even though smartwatch industry is in early stage, not enough study regarding user-centered factors in adopting smartwatches has been conducted. In addition, since a smartwatch is a device that is used in conjunction with a smartphone, it is necessary to focus on how innovative characteristics of smartwatches can affect consumers’ perceptions of the technology and adoption. Therefore, this study suggests integration of the technology acceptance model (TAM) and innovation diffusion theory (IDT) by focusing on perceived innovative factors of a smartwatch.

[Research design] 

SEM(Structural Equation Model) 

[Method] 

This study conducted an online survey to collect data in cooperation with the Korean research company, Macromil Embrain. The company randomly selected 10,465 people listed on the panel and sent them invitations to participate in the study via e-mail. Online questionnaires were distributed to 1,500 participants out of 2,581 eligible individuals in South Korea. Items were adopted from existing previous studies and modified slightly to reflect the context of smartwatch use. Respondents were required to answer using a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). 

[Publication]

Choe, M. J., & Noh, G. Y. (2018). Combined model of technology acceptance and innovation diffusion theory for adoption of smartwatch. International Journal of contents, 14(3), 32-38.

Choe, M. J., & Noh, G. Y. (2017). Technology acceptance of the smartwatch: Health consciousness, self-efficacy, innovativeness. Advanced Science Letters, 23(10), 10152-10155.