Impact of social influence and users’ perception of coolness on smartwatch behavior

Donghee Shin1, Frank Biocca2
1School of Media and Communication, Chung-Ang University, Republic of Korea
2Newhouse School of Public Communications, Syracuse University, United States
Cite this article:  Shin, D., & Biocca, F. (2018). Impact of social influence and users’ perception of coolness on smartwatch behavior. Social Behavior and Personality: An international journal, 46(6), 881-890.

Volume 46 Issue 6 | e5134 | Published: June 2018 | DOI: https://doi.org/10.2224/sbp.5134

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

We explored the motives behind switching one’s smartwatch, focusing on 2 divergent motivations that relate to social influence and the mobile and visible nature of these watches. Our findings and a review of related work indicated that the social motive for switching a smartwatch was coolness, that is, distinguishing oneself from others, because owning the latest model of smartwatch is a way to demonstrate having ample financial resources. The perceived benefit of switching one’s smartwatch was associated more with coolness and the identity formation process, and less with actual utility or social influence. Further, the effects of similarity avoidance based on smartwatch purchasing intention were mediated by the effect of identity formation. Our findings may shed light on the nature of smartwatch uses and the motives that drive smartwatch users’ choice to upgrade their devices.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.