Why Do Consumers Resist Innovative Wearable Devices? The Case of Smartwatches

사용자 선호기반 웨어러블 디바이스의 수용성 연구: 스마트워치를 중심으로

  • Received : 2017.08.03
  • Accepted : 2017.08.30
  • Published : 2017.09.28


Despite consumers' increasing awareness and interests in innovative wearable devices, the sales growth has been stagnant. To analyze this phenomenon, we investigate consumer preferences for various innovative features embedded in wearable devices. Conducting conjoint analysis on smartwatches, we empirically show that the curse of innovation can occur when the consumer's expected utility from the smartwatch falls short of his/her psychological cost associated with behavior change from smartwatch usage. Therefore, our findings provide managerial implications on the R&D strategy for new technologies and more importantly on the marketing strategy easing consumers' resistance to highly innovative products.


Wearable Device;Smartwatch;Conjoint Analysis;Innovative Product Adoption


Supported by : 한국연구재단


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