Earticle

초록

영어

Smartwatch, one of the popular forms of wearable gadget and a converging point of information technology innovation and fashion, is gaining much acceptance in countries belonging to the Asia-Pacific region. However, little is known about factors affecting consumers’ intention to use smartwatches in Bangladesh. Therefore, this study explores factors driving Bangladeshi consumers’ intention to use smartwatches and expands the general understanding of the emerging Asia-Pacific region’s market. The study extends the conventional Technology Acceptance Model (TAM) by incorporating perceived enjoyment, aesthetic appeal, healthology, and two fashion- related factors, such as fashion innovativeness and fashion involvement. Data representing 300 respondents were analyzed using the structural equation model (SEM). The results reveal that, among other predictors, attitude toward using has the strongest direct effect on behavioral intention to use smartwatches. Moreover, attitude toward using smartwatches is significantly influenced by perceived enjoyment, perceived usefulness, perceived ease of use, fashion innovativeness, and fashion involvement. The study further discusses some interesting theoretical contributions that would be important insights for future studies. The empirical findings of this study would benefit the manufacturers and marketers who are trying to enter or penetrate the market in the Asia-pacific region.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Previous Studies on Smartwatches
2.2. Technology Acceptance Model (TAM)
2.3. Theoretical Background and Hypothesis Development
Ⅲ. Methodology
3.1. Population and Sampling
3.2. Data Collection and Analysis
Ⅳ. Results
4.1. Exploratory Factor Analysis (EFA)
4.2. Measurement Model
4.3. Structural Model
Ⅴ. Discussions
Ⅵ. Theoretical Contribution
Ⅶ. Managerial Implications
Ⅷ. Limitations and Directions for Further Research
Ⅸ. Conclusion

 Measurement Items

저자

• Md. Mahiuddin Sabbir [ Assistant Professor, Department of Marketing, University of Barishal, Bangladesh ] Corresponding Author
• Sharmin Akter [ Research Assistant, Department of Marketing, University of Barishal, Bangladesh ]
• Tahsin Tabish Khan [ Research Assistant, Department of Marketing, University of Barishal, Bangladesh ]
• Amit Das [ Research Assistant, Department of Marketing, University of Barishal, Bangladesh ]

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