Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Exploring the Chasm in Smart Watch Market : Q-Method Study of Non-Adopters

스마트워치 시장의 캐즘(Chasm)에 관한 연구 : Q방법을 활용한 혁신수용 사례 분석

  • 윤성원 (연세대학교 기술경영학협동과정) ;
  • 이정우 (연세대학교 정보대학원) ;
  • 김수형 (연세대학교 기술경영학협동과정) ;
  • 유초롱 (연세대학교 기술경영학협동과정)
  • Received : 2018.10.31
  • Accepted : 2019.03.22
  • Published : 2019.03.31
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Abstract

The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.

Keywords

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World Wearables Forecast as of 2017 Q4

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Word Cloud for Q Samples

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Comparison of Q Method Research on Mental Model-Market Initial Stage(Byun, Lee, Lee, 2014) vs After 5 years(Yoon et al., 2019)

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Consumer Behaviors on Chasm using S-Curve

Q Method Questions

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Q Sorting

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Variables and Cumulative Variables

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Correlation Between Each Category

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Type 1-Q Samples and Z-Score

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Type 2-Q Samples and Z-Score

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Type 3-Q Samples and Z-Score

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