Differing perceptions of the Smartwatch by users within developed countries

Photo : Differing perceptions of the Smartwatch by users within developed countries

This article aims to identify differences in the impact of Self-connectivity and the variables of the technological acceptance model (TAM) on smartwatch adoption in developed countries. The countries involved in the data collection were the United States of America, the United Kingdom, Germany, and France.

A sample of 1,197 respondents was used. The study identifies distinct adoption behaviours of smartwatch users in these countries and the moderating impacts of age and gender. The study’s results confirm that perceived ease-of-use has no impact on attitude-toward-using the smartwatch and its findings emphasize the key role of perceived-connectivity and the moderating effect of culture on the adoption of innovative products.

The full research of Patricia Baudier.

Author(s)

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    Patricia Baudier Patricia Baudier is an Associate Professor of Marketing. She joined EM Normandie in 2018. She has a PhD in management science from the Institut Mines-Télécom Business School and the Université d’Evry-Val d'Essonne (Université Paris-Saclay) awarded in 2013. Her thesis is on managing claims on Twitter: Impact on satisfaction of the client’s perception of the Community Manager. Her research interests are new technology, consumer behaviour and digital marketing. Patricia spent 28 years working in sales and marketing roles in American multinational companies (Apple France and Kodak Europe/Africa/Middle East).

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