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http://dx.doi.org/10.5392/JKCA.2017.17.09.523

Why Do Consumers Resist Innovative Wearable Devices? The Case of Smartwatches  

Kim, Minseok (KAIST 문화기술대학원)
Kim, Wonjoon (KAIST 문화기술대학원/기술경영학부)
Kim, Minki (KAIST 경영대학)
Kang, Jae Won (KAIST 기술경영학부)
Publication Information
The Journal of the Korea Contents Association / v.17, no.9, 2017 , pp. 523-535 More about this Journal
Abstract
Despite consumers' increasing awareness and interests in innovative wearable devices, the sales growth has been stagnant. To analyze this phenomenon, we investigate consumer preferences for various innovative features embedded in wearable devices. Conducting conjoint analysis on smartwatches, we empirically show that the curse of innovation can occur when the consumer's expected utility from the smartwatch falls short of his/her psychological cost associated with behavior change from smartwatch usage. Therefore, our findings provide managerial implications on the R&D strategy for new technologies and more importantly on the marketing strategy easing consumers' resistance to highly innovative products.
Keywords
Wearable Device; Smartwatch; Conjoint Analysis; Innovative Product Adoption;
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Times Cited By KSCI : 4  (Citation Analysis)
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