Customer adoption of smartwatches – a privacy calculus perspective

Abstract

PurposeThis study tries to explain the customer adoption of smartwatches by considering the perceived benefits and perceived costs. Through this study, the authors aim to determine the factors affecting behavioural intentions towards smartwatches.Design/methodology/approachThe authors applied the survey method to collect data to validate the conceptual model related to the research objectives. The authors collected 310 responses using a structured questionnaire; after data cleaning, 270 responses were used for data analysis. Structural equation modelling (SEM) was performed using Smart PLS to test the proposed hypotheses.FindingsThe results established creepiness, privacy concerns, perceived expectancy and performance effort expectancy as factors affecting behavioural intentions related to customer adoption of smartwatches.Originality/valueThis study has incorporated the concept of creepiness into the factors inhibiting factors affecting behavioural intentions in the context of smartwatches.