Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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What Explains Smartwatch Adoption? A Compatrative Study of South Korea and Indonesia

  • Sekardhani, Mufida (Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University) ;
  • Song, Sujin (College of Global Business, Korea University)
  • Received : 2021.12.21
  • Accepted : 2022.07.22
  • Published : 2022.07.31
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Abstract

Identifying factors that influence consumers' intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.

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References

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