Browse > Article
http://dx.doi.org/10.15207/JKCS.2019.10.4.007

A Study on Consumer Preferences for Attributes of Wearable Devices: A Conjoint Analysis Reflecting Anticipatory Standardization Activities  

Ji, Ilyong (Department of IT Convergence Science and Management, KOREATECH)
Park, Hyo Joo (Department of Semiconductor-Display Science and Management, KOREATECH)
Publication Information
Journal of the Korea Convergence Society / v.10, no.4, 2019 , pp. 7-16 More about this Journal
Abstract
As fierce competition is expected in the wearable devices marekt, it is needed to develop a technology planning that can increase consumer acceptance. This study aims to provide implications for technology planning of wearable devices by examining consumer preferences for the devices. For this purpose we employed a conjoint analysis. In the process of the analysis, we considered the trend of anticipatory standardization for wearable devices in an attempt to improve objectivity of analysis whilst many previous studies relied on focus group interview. For the anticipatory standardization information, we utilized liaisons and projects of wearable devices at International Electrotechnical Commission, and we designed a conjoint survey on the basis of the information. We conducted an online survey, and a total of 229 individuals responded to our survey. The result of conjoint analysis shows that main use and enhanced features were more important attributes than the others were. However, consumer preferences for detailed levels of each attribute were different by gender and age groups. This result implies that technology planning of wearable devices require distinct approaches by consumer segments.
Keywords
wearable; conjoint; standard; convergence; technology acceptance; selection attribute;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 L. F. Cardoso, S. B. Sorenson, O. Webb & S. Landers. (2019). Recent and Emerging Technologies: Implications for Women's Safety. Technology in Society, Article in Press. DOI: 10.1016/j.techsoc.2019.01.001   DOI
2 A. Marasco, P. Buonincontri, M. Niekerk, M. Orlowski & F. Okumus. (2018) Exploring the Role of Next-Generation Virtual Technologies in Destination Marketing. Journal of Destination Marketing & Management, 9, 138-148. DOI: 10.1016/j.jdmm.2017.12.002   DOI
3 M. C. T. Dieck, T. H. Jung, & D. T. Diek. (2018). Enhancing Art Gallery Visitors' Learning Experience Using Wearable Augmented Reality: Generic Learning Outcomes Perspective. Current Issues in Tourism, 21, 2014-2034. DOI : 10.1080/13683500.2016.1224818   DOI
4 J-Y. Jung & T-W. Roh. (2017). The Intention of Using Wearable Devices: Based on Modified Technology Acceptance Model. Journal of Digital Convergence, 15(4), 205-212. DOI : 10.14400/JDC.2017.15.4.205   DOI
5 M. Baek, H. Choi, & H. Lee. (2015). Age-Specific Acceptance Intention over Wearable Smart Healthcare Device. Korean Journal of Business Administration, 28(12), 3171-3189. DOI : 10.18032/kaaba.2015.28.12.3171   DOI
6 J. K. Bae. (2016). The Structural Relationships among Innovation Characteristics, Consumer Characteristics, Innovation Resistance, and Intention to Acceptance of Wearable Device Customers: Based on Innovation Resistance Model and Theory of Perceived Risk. Journal of Information Systems, 25(4), 87-104. DOI : 10.5859/KAIS.2016.25.4.87   DOI
7 J-Y. Jung, J-S. Lee, & S-J. Kwak. (2017). Consumers' Preference about the Attributes of 3rd Generation Device. Journal of the Korea Academia-Industrial Cooperation Society, 18(3), 703-710. DOI : 10.5762/KAIS.2017.18.3.703   DOI
8 Y. Jung, S. Kim, & B. Choi. (2016). Consumer Valuation of Wearables: The Case of Smartwatches. Computers in Human Behavior, 63, 899-905. DOI : 10.1016/j.chb.2016.06.040   DOI
9 C. Park. (2010). Conjoint Analysis. In: J. W. Lim, H. J. Park, & M. S. Kang. Marketing Research Methods, Seoul: Bobmunsa. 271-328.
10 J. F. Hair, W. Black, B. J. Babin, & R. A. Anderson. (2010). Conjoint Analysis. In Multivariate Data Analysis, 7th ed. London: Pearson. 342-413.
11 H. Byeon. (2017), A Convergent Perspective on Preference Attributes by Purchase Channel Choosing Used Cars, Journal of the Korea Convergence Society, 8(3), 215-233. DOI : 10.15207/JKCS.2017.8.3.215   DOI
12 J. Shin, Y. Park, & D. Lee. (2015). Google TV or Apple TV?-The Reasons for Smart TV Failure and a User-Centered Strategy for the Success of Smart TV. Sustainability, 7, 15955-15966. DOI : 10.3390/su71215797   DOI
13 A. Konig, T. Bonus, J. Grippenkoven. (2018). Analyzing Urban Residents' Appraisal of Ridepooling Service Attributes with Conjoint Analysis. Sustainability, 10, 3711-3726. DOI : doi.org/10.3390/su10103711   DOI
14 S. J. Jee, & S. Y. Sohn. (2015). Patent Network Based Conjoint Analysis for Wearable Devices. Technological Forecasting & Social Change, 101, 338-346. DOI : 10.1016/j.techfore.2015.09.018   DOI
15 I. Ji. (2012). Challenges in the National Standardization of Transport Protocole Expert Group Service Technologies in Korea: Implications for Latecomer Countries. Asian Journal of Technology Innovation, 20(2), 171-185. DOI: 10.1080/19761597.2012.726416   DOI
16 IEC (2019). TC124 Wearable Electronic Devices and Technologies. International Electrotechnical Commission. https://www.iec.ch/dyn/www/f?p=103:7:0::::FSP_ORG_ID:20537
17 B. M. Byrne & P. A. Golder, (2002). The Diffusion of Anticipatory Standards with Particular Reference to the ISO/IEC Information Resource Dictionary System Framework Standard. Computer Standards & Interfaces, 24, 369-379. DOI : 10.1016/S0920-5489(02)00057-0   DOI
18 J. Kim, K. Ban, Y. Im, & E. S. Jung. (2017). Hook Type Wearable Device Based on User Discomfort. Journal of Ergonomic Society of Korea, 36(6), 765-776. DOI : 10.5143/JESK.2017.36.6.765   DOI
19 IEC (2019). IEC TC/SCs: IEC Technical Committees & Subcommittees. International Electrotechnical Commission. https://www.iec.ch/dyn/www/f?p=103:62:0::::FSP_LANG_ID:25
20 M. Dehgani, K. J. Kim & R. M. Dangelico. (2018). Will Smartwatches last? Factors Contributing to Intention to Keep Using Smart Wearable Technology. Telematics and Informatics, 35(2), 480-490. DOI : 10.12811/JKCS.201.11.2.129   DOI
21 J. Swingle. (2018). IDC: Apple and Xiaomi lead the way as wearable shipments reach 32M units. PhoneArena. https://www.phonearena.com/news/Wearables-shipments-Apple-Xiaomi-Samsung-Huawei-Q3-2018_id111615
22 USA News Hub (2019). IDC: Wearables grew 5.5% in Q2 2018, Apple leads Xiaomi as Fitbit falls. USA News Hub. http://www.allusanewshub.com/2018/09/04/idc-wearables-grew-5-5-in-q2-2018-apple-leads-xiaomi-as-fitbit-falls/
23 L. Zaninello. (2017). Do you need a smart band or a smartwatch?. AndroidPIThttps://www.androidpit.com/smartwatch-vs-smartband-difference
24 S. Addelman. (1962). Orthogonal Main-Effects Plans for Asymetrical Factorial Experiments. Technometrics, 4, 21-46. DOI : 10.2307/1266170   DOI
25 M. Bonino, & M. B. Spring. (1991). Standards as Change Agents in the Information Technology Market, Computer Standards and Interfaces, 12, 97-07. DOI :10.1016/S0920-5489(98)00064-6   DOI
26 IDC (2018). IDC Forecasts Sustained Double-Digit Growth for Wearable Devices Led by Steady Adoption of Smartwatches. IDC. https://www.idc.com/getdoc.jsp?containerId=prUS44553518
27 S. H. Choi & S. I. Kim. (2017). A Study on the Factors Affecting the Purchase of Healthcare Smart Bands. Journal of the Korea Convergence Society, 8(7), 175-181. DOI: 10.15207/JKCS.2017.8.7.175   DOI
28 S. H., Lee & D. W. Lee. (2015). On Issue and Outlook of Wearable Computer Based on Technology in Convergence. Journal of the Korea Convergence Society, 6(3), 73-78. DOI: 10.15207/JKCS.2015.6.3.073   DOI
29 COMPA (2018). Wearable Devices. S&T Market Report. Vol.61. Seoul : Commercializations Promotion Agency for R&D Outcomes.
30 IITP (2014). Diffusion of Wearable Devices and the Beginning of Platform Competition. Daejeon: Institute for Information & Communications Technology Promotion.
31 M. Fallon, K. Spohrer & A. Heinzel. (2019). Wearable Devices: A Physiological and Self-Regulatory Intervention for Increasing Attention in the Workplace. Lecture Notes in Information systems and Organization, 29, 229-238. DOI : 10.1007/978-3-030-01087-4_28   DOI
32 B. Attallah & Z. Il-agure. (2019). Evaluating the Affordances of Wearable Technology in Education, International Journal of Grid and Utility Computing, 10(1), 22-28. DOI : 10.1504/IJGUC.2019.097227   DOI
33 N. Sultan. (2015). Reflective Thoughts on the Potential and Challenges of Wearable Technology for Healthcare Provision and Medical Education. International Journal of Information Management, 35(5), 521-526. DOI : 10.1016/j.ijinfomgt.2015.04.010   DOI