CONSUMER'S ATTITUDE AND INTENTION TO ADOPT SMART WEARABLES IN A DEVELOPING COUNTRY: EXAMINING THE DIFFERENCES FOR DEMOGRAPHIC AND PSYCHOGRAPHIC VARIABLES
Abstract
(i) Purpose: The purpose of the study is to examine how consumer attitudes and intentions to adopt smart wearables differ across demographic and psychographic variables in a developing country. (ii) Theoretical framework: The results revealed that age; gender, income, lifestyle, and personality traits were all significant factors in influencing consumer attitudes and intentions to adopt smart wearables. (iii) Methodology: Using a sample of 250 participants, survey data was collected to determine the demographic and psychographic variables that influence consumer attitudes and intentions to adopt smart wearable. (iv) Findings: The younger participants, male participants, and participants with higher incomes were more likely to have positive attitudes and intentions to adopt smart wearables. (v) Practical implications: The participants who lived a more active lifestyle and had more innovative and open-minded personalities were more likely to have positive attitudes and intentions to adopt smart wearables. (vi) Value: The value of the study has important implications for marketers and manufacturers of smart wearables in understanding how to target their products and services to the right demographic and psychographic groups in a developing country.
Keyword : 1. Smart Wearables, 2. Consumer Attitude, 3. Intention to Adopt, 4. Developing Country, 5. Demographic Variables, 6. Psychographic Variables, 7. Adoption Behaviour, 8. Cultural Factors, 9. Technology Acceptance and 10. Usage Patterns
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