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Attitude and Purchase Intention Towards Smartwatches: An Empirical Research on the Innovative Wearable Technology Field
Abstract
As the marketing world tries to reach mobile users, a wearable technology market has emerged. This market would lead the digital marketing world to major innovation investments and entail companies to develop and improve marketing strategies in the area. The great breakthrough and development in the wearable technology industry allows marketing professionals to conduct more research on the subject. This chapter explores users' attitudes and purchase intention towards one of the most popular wearable devices, smartwatches. Two hundred surveys were taken into analyses which were collected between the dates of 1st and 2nd of June, 2018. Regression analysis, correlations analysis, t-test were conducted to test the hypotheses. While some independent variables such as hedonic values found to be the affecting the purchase intention; variables such as aesthetic appeal is found to have no influence on it.
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