Applying the technology acceptance model in a three-countries study of smartwatch adoption |
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| Institution: | 1. Head of Learning Lab, IPAG Business School, 184 Boulevard Saint-Germain, 75006 Paris, France;2. Mahidol University International College, 999 Phutthamonthon 4 Road, Salaya, Nakhonpathom 73170, Thailand;3. PricewaterhouseCoopers (PwC), France;1. Faculty of Economic and Business Sciences, Universidad de Burgos, Burgos, Spain;2. Faculty of Legal and Economic Sciences, University Isabel I, Burgos, Spain;1. Johannes Kepler University, Institute for Public and Nonprofit Management, Altenbergerstraße 69, 4040 Linz, Austria;2. Johannes Kepler University, Institute for Innovation Management, Altenbergerstraße 69, 4040 Linz, Austria;3. University of Southern Denmark, Department for Entrepreneurship and Relationship Management, Universitetsparken 1, 6000 Kolding, Denmark;4. Danube University Krems, Department for E-Governance and Administration, Dr.-Karl-Dorrek-Straße 30, 3500 Krems, Austria |
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| Abstract: | The purpose of this study is to explore differences of adoption of smartwatches in China, France, and Thailand. We propose an analytical framework aggregating the technology acceptance model (TAM) elements, perceived affective quality (PAQ), mobility, availability, and trust. A quantitative approach with Smart-PLS software is used. Results show significant differences (1) between France and Thailand for availability - perceived ease of use (PEOU) and PEOU - perceived usefulness (PU) links; (2) between France and China, for PEOU - PU and trust – PU links; and finally, (3) for trust – PU, and PAQ - PEOU links between China and Thailand. The results give practitioners insights on how to successfully propose their devices in three countries, using both general strategies and specific communication systems. In China, practitioners should focus on PAQ, mobility, and trust. In Thailand, on PAQ, mobility, while differentiating based on the age and sex of their targets. In France, PAQ should be the focus, with a concern about gender with regard to communication strategies. |
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