Factors influencing adoption of wearable devices in Dubai

• Authors: Tarabasz Anna , Poddar Garima
• Languages of publication: EN

Abstracts

EN

Aim/purpose – Increasing importance of quantified self along with the number of available wearable devices create base for excitement among those perceiving technology as a catalyst for change. Despite multiple theories, in vain is to search for a model that would be suitable to visualise the adoption of wearables. The objective of this study is to recognise factors influencing the adoption of smart wearable devices and measure the strength of relationships between identified variables and dependent factor. Design/methodology/approach – A proposed research model was developed and tested, based on an analysis of 108 survey insights from existing and potential users of smart wearable devices. With Dubai claiming itself ‘the smartest city worldwide’, research was purposely focused on this city, with insights collected during 37th GITEX (Gulf Information Technology Exhibition) Technology Week (8-12 October 2017), in Dubai. Statistical analysis, with the use of Adanco 2.0.1 software, was conducted and as a result, structural equation modelling was proposed. Findings – The study shows clearly the growing importance of the wearables trend and consumers’ willingness to possess the same. Based on the conducted literature analysis, factors playing critical role, like Product Attributes (PA), Perceived Ease of Use (PE) and Perceived Usefulness (PU), were identified along with the gaps pertaining to the adoption of smart wearable devices in Dubai. Research implications/limitations – The outputs of the conducted research provide practical guidance for solution/technology/product makers as well as sales representatives, to mould and pitch the product in a more effective manner. Due to time and financial constraints, study lacks conducted in-depth expert reviews, focus groups and laboratory experiment for real-time experience with existing/planned products. The limited sample size (108 respondents) and lack of possibility to generalise on the population, due to sampling by convenience are other points of improvements for future research. Originality/value/contribution – The study bridges the literature gap, providing quantitative analysis and overview of factors impacting on the adoption of wearable devices, based on the Theory of Reasoned Action, the Theory of Planned Behaviour and the Technology Acceptance Model. Moreover, constructed on achieved results, it proposes a new sequential multi-method approach model of technology adoption, based on researched factors such as Perceived Usefulness and Attitude towards smart wearable devices, influenced by Perceived Ease of Use and Perception towards new technology. Findings of the study allow for direct business implementation by smart devices developers, willing to introduce their new solutions to the market and plan their promotional strategy.

Keywords

EN

Adoption model; Dubai; Internet of Things (IoT); Wearable devices; Wearables

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2019
• Volume: 36
• Pages: 123-143

Contributors

author

Tarabasz Anna

• Digital Marketing Department. S P Jain School of Global Management, Dubai, United Arab Emirates

author

Poddar Garima

• Marketing MGB Student. S P Jain School of Global Management, Dubai, United Arab Emirates

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Identifiers

ISSN

1732-1948