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Vol.3 , No. 3, Publication Date: Aug. 27, 2016, Page: 16-22
 variables on user acceptance of smart wearable devices and use behavior on the empirical level. At this moment, looking at user intention to accept smart wearable devices would provide useful commercial and strategic implications. The PLS (partial least squares) structural equation model analysis showed that intention to use smart wearable devices depended on the level of performance expected by the consumer in utilizing smart wearable devices, on the hedonic experiences that the consumers enjoy, on the social influence that the consumer referents exert, and on the facilitating conditions available. Also it indicated that the actual use of smart wearable devices depended on the intention to use and the facilitating conditions available. For management and marketing strategies of smart wearable device providers, two factors of hedonic motivation and performance expectancy implied that consumers should experience the devices with enjoyment and get benefits by utilizing the devices. And the marketing strategies should appeal to consumers by positioning the device using experience as an adventure or a way to reduce their stress and change a negative mood. The area of smart wearable devices converged with IT and entertainment has high market growth potentiality.&picture=http://www.aascit.org/aascit/decorators/img/journal/912.jpg)
| [1] | Yoojin Moon, Faculty of Global Business & Technology, Hankuk University of Foreign Studies, Seoul, Korea. |
The paper statistically analyzed effects of extended UTAUT (Unified Theory of Acceptance and Use of Technology) variables on user acceptance of smart wearable devices and use behavior on the empirical level. At this moment, looking at user intention to accept smart wearable devices would provide useful commercial and strategic implications. The PLS (partial least squares) structural equation model analysis showed that intention to use smart wearable devices depended on the level of performance expected by the consumer in utilizing smart wearable devices, on the hedonic experiences that the consumers enjoy, on the social influence that the consumer referents exert, and on the facilitating conditions available. Also it indicated that the actual use of smart wearable devices depended on the intention to use and the facilitating conditions available. For management and marketing strategies of smart wearable device providers, two factors of hedonic motivation and performance expectancy implied that consumers should experience the devices with enjoyment and get benefits by utilizing the devices. And the marketing strategies should appeal to consumers by positioning the device using experience as an adventure or a way to reduce their stress and change a negative mood. The area of smart wearable devices converged with IT and entertainment has high market growth potentiality.
Keywords
Smart Wearable Devices, Intention to Use, Performance Expectancy, Hedonic Motivation, Social Influence, Facilitating Conditions, Use Behavior
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