Interface Aesthetic, Perceived Value, Perceived Ease of Use, and Perceived Usefulness on Purchase Intention of Smartwatch Consumers

Abstract

Many testimonies stated smartwatches ability to increase people's well-being and save people's lives in emergencies. Smartwatches encourage a healthy lifestyle and strengthening the way of life of users through intelligent coaching. By exceeding the technology and fashion barriers, smartwatches gain traction with definite growth predictions. This research explores a theoretical model focused on technology acceptance and visibility by interface aesthetics that influence smartwatch users adoption behaviour. SEM-AMOS evaluates the conceptual model and related theories from 110 survey samples. The empirical findings indicates perceived value and perceived ease of use are key factors that drive consumer's purchase intention. This result is different from the previous research in Europe and the United States market, which states that the design factor (fashion) affects consumer purchasing decisions. Indonesian consumers prefer functional design to interface aesthetics and consider a smartwatch as more about technology than a fashion accessory. This research provides managerial implication about how to set smartwatch value proposition by knowing the consumer technology adoption toward smartwatch technology.

Exploring the mass adoption potential of wearable fitness devices in Malaysia

“…Consumers estimate the expected gains and costs related to technology use, and the expected higher gains promote the likelihood of using healthcare technology. 34 …”

“… 33 It is a user's overall valuation of a product's efficacy grounded on insights into what is received and what is given. 34 In healthcare, the overall perception of fitness equipment based on its benefits and costs is described as the perceived value. 33 Furthermore, perceived product value (PPV) refers to the difference between what is received in terms of advantage, worth, and efficacy and what is paid in terms of costs and price.…”

“… 33 Furthermore, perceived product value (PPV) refers to the difference between what is received in terms of advantage, worth, and efficacy and what is paid in terms of costs and price. 1 , 34 Consumers are expected to possess information before they can understand the benefits and values acquired from using a product or service, which might then influence their behavioral intention. 17 Users are enticed to buy fitness equipment because of the health information and benefits they can attain from the equipment.…”

“… 31 Furthermore, the accuracy of technology-based information helps assess users’ health management. 34 Health information accuracy refers to how accurate and adequate the evidence provided by wearable healthcare technology regarding users’ health conditions. 31 Raising the legitimacy and accuracy of a product's quality is crucial for customers, who can be influenced to become potential technological healthcare consumers.…”

“…Perceived usefulness (PUS) states users’ belief that utilizing innovative technology would improve their performance. 34 PUS influences users’ intention to adopt digital technology in the TAM model. 10 In healthcare, PUS is an individual's belief that using a fitness device would enhance his or her health condition.…”