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The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.

The model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users.

Results show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers’ attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value–attitude relationship, whereas personal innovativeness negatively moderates the functional value–attitude relationship.

Smartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users’ value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value–attitude link, thus contributing to the emerging literature on wearable technology.

This study aims to investigate determinants such as performance expectancy (PE), health beliefs (HB), technological compatibility, trust and social influence (SI) of customers' efforts to cope with problems associated with using wearable health technology, thereby determining their use intention of such products. The moderating effect of the demographic variables is also investigated.

An online survey was used to collect panel data from 285 respondents in China. Structural equation modeling was used to test the hypotheses, and interaction moderation was applied to test the moderating effect of the demographic variables.

The results show that HB, technological compatibility, trust and SI significantly impact coping efforts associated with usage, which significantly influences intention to use. Only income significantly moderated the effect of coping efforts on the intention to use.

This is the first study combining coping theory and UTAUT to develop a model of drivers that encourages customers to overcome the constraints of using wearable technologies.

Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites.

Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique.

Results revealed that technology anxiety and virtuality significantly influence customers' attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites.

The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research.

The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers' perceptions of AR-based e-commerce websites.

This paper aims to explore factors impacting wearable fitness tracking (WFT) device continued usage intention from perspectives of technology attributes (autonomy benefits), health attributes (self-health management benefits, diet-control benefits and health self-efficacy), and consumer attributes (age, gender, technological innovativeness, symbolic benefits, social benefits and hedonic benefits).

The study integrates constructs from the technology acceptance theories and the health promotion model to develop the research model and hypothesis. The empirical analysis was conducted using data from 217 respondents from India. Logistic regression was used to identify factors that discriminate between groups with low and high continued usage intentions.

Results indicate higher continued usage intention for WFT devices is driven by perceived benefits-health, autonomy, social and hedonic, and individual characteristics-technological innovativeness and perceived health self-efficacy. Further, perceived symbolic benefits, diet control benefits, age, and gender does not discriminate between the groups with low and high continued usage intentions.

The results may be limited to the context of the sample and the factors considered. The study suggests future research areas.

The paper offers insights for marketers, governments, insurance firms, and related healthcare services on promoting higher usage of WFT devices to yield dual benefits of preventive healthcare and higher profitability.

The study extends existing research by examining factors across consumer, health, and technological domains in a single framework and adds to the limited research in the context of usage of WFT devices in developing countries.

Commercial entities (e.g. health and life insurance, airlines and supermarkets) in different countries have recently begun to introduce wearable technology as part of the consumer journey and as a means of enhancing the business value chain. While a firm’s decision to adopt such new technologies as wearable devices is often based on financial factors such as return on investment, costs and impact on profits, consumers may hold a different attitude toward the value of using smart wearables and sharing their personal data as part of their business-client relationships. The purpose of this paper is to investigate consumer perceptions of and reactions to persuaded self-tracking (PST) – a practice in which businesses actively encourage consumers to monitor, collect and share personal biometric data through wearable technologies in exchange for personalized incentives and rewards.

Using a qualitative research approach and a purposeful sampling method, the authors conducted personal in-depth interviews with 24 consumers (both users and non-users of wearable devices). Interviews were recorded and transcribed, resulting in 600 pages of transcripts comprising more than 203,000 words. Data coding and analysis were facilitated by using NVivo.

Consumers’ assessment of PST is based on perceived value-in-use, privacy/security concerns and perceived fairness/justice, resulting in four types of reactions to adopt or use PST (embracing, considering, debating and avoiding). Specifically, the authors identified two individual determinants (intrinsic motivation and extrinsic motivation) and four firm-related determinants (design of wearable device, assurance, transparency and controllability) that influence consumer perceptions of PST.

Results of this study have implications for both vendors of wearable devices and firms trying to leverage smart wearables in their value chains. Identifying consumers’ perceptions, as well as barriers and enablers of acceptance, will help firms to more effectively design and develop wearable device-based services, thus gaining consumer support for using fitness trackers. The primary limitation of the study is that using a thematic analysis method diminishes the generalizability of our findings.

This study addresses an under-researched area: the integration of wearable technologies in a firm’s value chain through the lens of the consumers. This study is one of the first, according to authors’ knowledge, to investigate consumer perceptions of PST.

Despite the growth of digital fashion shopping, many consumers regularly visit physical fashion stores. To enable digital interactions in a physical store, many fashion brands have installed interactive technology. However, studies of consumer engagement with interactive technology in fashion stores remain scarce. The purpose of this paper is to explore the experience with interactive technology in fashion stores.

A qualitative user experience design (UXD) approach was employed to address the research question. A combination of methods: protocol analysis, observation and interview, was used to collect the data. A prominent UXD framework was utilised to analyse the data.

There are four themes representing findings: split domain, digital domain merchandise, interactive information and interaction moments. For these, two core concepts were extracted: control over experience via framing and challenges for experience.

This research paper infused a new approach that is UXD into the field of fashion marketing. This shows the possibility to amalgamate those contrasting fields. Moreover, this research paper provides insights particularly about the interactions with a technology in fashion stores.

The purpose of this paper is to contribute a framework that explains how value is formed during the usage of immersive technologies in industrial contexts.

Drawing on activity theory and a customer-dominant logic, the authors tentatively develop an activity-centric framework for value formation enabled by physical and mental activities conducted by users of immersive technologies. The authors evaluate the framework through a case study focusing on the use of virtual reality (VR) in an industrial setting.

The findings from the case study illustrate the tentative framework and specify how it is enacted by users in the studied context through three physical activities constituted by a set of actions and reflected in five emotional responses.

Both researchers and practitioners may use the framework presented in this paper as a guide for further academic and practical developments concerning the value of immersive technologies such as VR and augmented reality.

The activity-centric framework contributes a novel perspective to the literature on value formation enabled by immersive technologies.