Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.
Sekardhani, Mufida and Song, Sujin
"What Explains Smartwatch Adoption? A comparative study of South Korea and Indonesia,"
Asia Marketing Journal: Vol. 24
, Article 4.
Available at: https://doi.org/10.53728/2765-6500.1590
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