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http://dx.doi.org/10.9716/KITS.2019.18.1.027

Exploring the Chasm in Smart Watch Market : Q-Method Study of Non-Adopters  

Yoon, Sungwon (연세대학교 기술경영학협동과정)
Lee, Jungwoo (연세대학교 정보대학원)
Kim, Su Hyeong (연세대학교 기술경영학협동과정)
Yoo, Chrong (연세대학교 기술경영학협동과정)
Publication Information
Journal of Information Technology Services / v.18, no.1, 2019 , pp. 27-44 More about this Journal
Abstract
The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.
Keywords
Smartphone; Technology Resistance; Technology Adopting; Marketing Strategies; Q Method; Q Sorting; Chasm;
Citations & Related Records
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