Exploring online consumer reviews of wearable technology: The Owlet Smart Sock
Research Journal of Textile and Apparel
ISSN: 1560-6074
Article publication date: 10 January 2022
Issue publication date: 5 May 2023
Abstract
Purpose
The purpose of this research is to analyze consumers’ post-purchase reviews of the Owlet Smart Sock (OSS) and investigate the factors influencing continued use and product recommendation.
Design/methodology/approach
The unified theory of acceptance and use of technology 2 and the privacy calculus model were used to focus both on technology and privacy aspects of OSS – a wearable technology product for baby monitoring. A sample of 450 online consumer review data was collected from Owletcare.com and Amazon.com. The data analysis was done by using NVivo 11.
Findings
Findings show that effort expectancy, price value and performance expectancy played the most striking role during adoption, continued future use and recommendation to others, whereas perceived privacy risk had the least importance.
Research limitations/implications
Consumer empowerment through online reviews plays a crucial role in conveying their specific needs and desires to both manufacturers and other prospective consumers. The research is also expected to contribute research and development of technology-integrated products.
Practical implications
The research findings will provide valuable insights for manufacturers and retailers to understand consumers’ actual preferences and acceptance during the use of wearable technology.
Originality/value
This study extends research work on consumer use behavior by evaluating online reviews that provide them the opportunity to express their satisfaction and concerns. Insights from experience consumers’ reviews facilitate designers, developers and manufacturers to have a strategic focus during wearable technology development.
Keywords
Acknowledgements
Funding: This research received no external funding.
Conflicts of interest: The authors declare no conflict of interest.
Citation
Hasan, M.N.-U. and Stannard, C.R. (2023), "Exploring online consumer reviews of wearable technology: The Owlet Smart Sock", Research Journal of Textile and Apparel, Vol. 27 No. 2, pp. 157-173. https://doi.org/10.1108/RJTA-08-2021-0103
Publisher
:Emerald Publishing Limited
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