Author(s): Geetanjali Sahi
Currently, smartwatch is one of the most popular wearable devices which combines technology with style and health. Recognizing the aforementioned statement and building upon technology adoption model and innovation diffusion theory, the study proposes a model of smartwatch adoption by identifying the relative importance of factors affecting the attitude towards using and purchasing it. Primary data for the study has been collected using an online questionnaire from 318 respondents pertaining to different dimensions identified from review of literature. Findings suggest that the independent variables have disparate influence on attitude and purchase intentions. For instance, the perceived enjoyment and perceived health benefits constructs impacts both attitude and purchase intentions, whereas aesthetic value and perceived ease of use only impact attitude whereas perceived usefulness only impacts purchase intentions. The model’s fit indices suggest that the model fits the data well.