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What drives smartwatch adoption intention? Comparing Apple and non-Apple watches

Kuo-Lun Hsiao (Department of Information Management, National Taichung University of Science and Technology, Taichung, Taiwan)

Library Hi Tech

ISSN: 0737-8831

Article publication date: 20 March 2017




The purpose of this study is twofold. First, an integrated model will be developed based on task-technology fit, innovation diffusion theory and the new product adoption model in order to explore the factors that affect smartwatch adoption. Second, the differences in the factors that affect users’ intention to adopt the Apple Watch and other smartwatches will be examined.


The data for this study were collected via an online survey questionnaire. The responses of 341 potential adopters of smartwatches were used to test the hypotheses in the research model. The casual model was assessed using partial least squares techniques.


The model can account for more than 50 percent of the variance in adoption intention. The research results affirm prior findings that perceived product attributes have relatively strong influence on adoption intention. Among these attributes, relative advantage has the strongest effect. Moreover, this study revealed differences between the antecedents of Apple watches and those of non-Apple watches.

Practical implications

The insights provided by this study can help smartwatch providers formulate better growth strategies. The findings also provide some directions for further development.


This study provides a better understanding of how the factors in the theories influence the adoption intentions of Apple watches and non-Apple watches.



The author would like to thank the Ministry of Science and Technology of the Republic of China for supporting this study financially (Contract No. 105-2410-H-025 -009).


Hsiao, K.-L. (2017), "What drives smartwatch adoption intention? Comparing Apple and non-Apple watches", Library Hi Tech, Vol. 35 No. 1, pp. 186-206.



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