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Consumer Resistance to Smartwatches: Gender and Age Differences

스마트 워치 소비자 저항에 영향을 미치는 요인: 수용 보류 집단의 성별, 연령별 집단 차이 비교

  • 김효정 (서울대학교 소비자학과) ;
  • 나종연 (서울대학교 소비자학과)
  • Received : 2017.08.30
  • Accepted : 2017.10.12
  • Published : 2017.12.28

Abstract

The purpose of this study is to investigate the factors affecting consumer resistance of smart watches, focusing on consumer groups. SPSS 19.0 was used to conduct a descriptive analysis and multi regression analysis of the data. This study is based on the questionnaire data of 407 consumers. The results of this study are as follows. First, the relative advantage was identified as a factor in reducing consumer resistance across all gender and age groups. Second, complexity has been identified as a factor that increases the consumer resistance of female consumers, and consumer groups in their 20s and 40s. Third, esthetics was found to reduce consumer resistance in men, women, and the consumer group in their 20s. Fourth, subjective norms were identified as a factor reducing consumer resistance in women and in consumer groups in their 20s and 30s. Fifth, the risk of privacy was identified as a factor in increasing consumer resistance in men and the consumer group in their 40s. The results of this study can be helpful to understand consumer resistance to smartwatches.

Keywords

Smartwatch;Consumer Resistance;Model of Innovation Resistance;Privacy Risk;Functional Risk

Acknowledgement

Supported by : 한국연구재단

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