|Title||Adoption or Rejection of Digital Wearable Devices|
|Authors||Mai, L.W. and Buzescu, A.A.|
The purpose of the study is to analyse the relationship between the factors influencing new technology adoption behaviour and to measure their influence in determining the final decision of the consumer to adopt or reject wearable technology. The research approach differs from that used in other studies predicting usage behaviour by virtue of its focus on a more social influence rather than the corporate environment.
The data were collected by means of an experiment incorporating a counterbalanced design because the order of treatments can highly influence subjects’ responses. The experiment was conducted over a period of two weeks; 40 voluntary subjects were divided randomly into two groups and exposed to two different treatments: a video and a hands-on experience of a digital wristwatch. Measurements were recorded after each treatment that determined the following key findings.
The independent variable ‘intrinsic drive’ is the most influential factor in determining the behavioural intention. ‘Social influence’ has a medium and direct effect on Expected Usability. Surprisingly, social influence was the least influential variable on behavioural intention (direct effect) although it has a direct effect on the expected usability and the intrinsic drive.
As this study is focused on a new market and concerns a more social influenced environment, future research could include other variables that can predict the behaviour intention and develop multiple constructs to understand the reasoning behind the variables.
|Keywords||Wearable device; experiments, technology adoption; consumer behaviour|