Researching Gen Z’s smartwatch perception and purchase propensities
List of Authors
  • Jasmine A.L. Yeap , Yi Wen Chuah

Keyword
  • Generation Z, consumer behaviour, TAM, IDT, purchase intention, technology adoption, diffusion of innovations, wearable technology

Abstract
  • In recent years, there has been a notable rise in the appeal of smartwatches, especially among Generation Z. These devices have become invaluable for this age group, catering to a myriad of tasks that are central to their daily lives. The primary aim of this study is to explore the factors driving Generation Z’s purchase intentions for smartwatches using a theoretical framework constructed based on the Technology Acceptance Model and the Innovation Diffusion Theory. An online survey was created and shared across social media channels for data collection. From this, 230 valid responses were gathered from individuals who don’t use smartwatches and analysed using SPSS software version 24. Within the model’s factors influencing purchase intention, attitude towards using smartwatches exhibited a notably strong direct impact. Both perceived usefulness and perceived ease of use held the most significant influence on attitude. The findings further indicate that most of the factors had a direct impact on Generation Z’s purchase intention for smartwatches except for self-image and relative advantage. The model effectively elucidates the purchasing intentions related to smartwatches. This study’s framework offers valuable insights for smartwatch vendors, aiding in the development of products and marketing strategies for Generation Z.

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