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Smartwatches fashion and technology

13 Pages3187 Words380 Views
   

De Montfort University Leicester

   

Marketing Essentials (MARK 1800)

   

Added on  2020-03-04

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The assignment, tells about how Smart Watches have increasingly gained popularity in the mobile device market that has been considered to be rapidly saturated. Smartwatches have numerous functions in their perception as a micro-computer. The last few years have marked tremendous success regarding the use of smartwatches.

Smartwatches fashion and technology

   

De Montfort University Leicester

   

Marketing Essentials (MARK 1800)

   Added on 2020-03-04

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Smartwatch-Fashion or Technology 1SMARTWATCH- FASHION OR TECHNOLOGYStudent’s NameProfessors NameCollege CourseDate
Smartwatches fashion and technology_1
Smartwatch-Fashion or Technology 2SMARTWATCH- FASHION OR TECHNOLOGYIntroductionThe last few years have marked tremendous success regarding the use of smart watches. Technically, smart watches have increasingly gained popularity in the mobile device market that has been considered to be rapidly saturated. Smart watches have numerous functions beneath its perception as a micro-computer. Also, it is important to point out that smart watches encompass the attributes of both fashion characteristics as well as mobile computing (Schirra & Bentley 2015). True to say, smart watches among the many wearable factors form important starting points for the dissemination of wearable devices. Not only can the product be categorized as a fashion product but is also regarded to as an IT product (Choi & Kim 2016). Simply put, smart watches are not only an IT innovation but a primary fashion product. In relation, self-expressiveness and enjoyment are the two most influential predictors of the intentions behind theuse of smartwatches. On the other hand, individuals with high need for uniqueness will in most occurrences use the smartwatch. In summary, the smartwatch is not yet a luxury product since it still needs to overcome several roadblocks before it can be classified as one. Results from the empirical scope reveal perceived usefulness and visibility as crucial factors that influence intention. Consequently, the magnitide of the antecedents is driven by the person’s perception of viewing smartwatches as either an IT product or as a fashion accessory. Theoretical as well as managerial implications will also be comprehensively discussed. Project ObjectiveIn relation, related academic research on watches is rapidly becoming a vital component. Consequently, the paper will explore the attributes of smartwatches while analysing it in either a technological or fashion angle. Also, the paper will focus on identifying key smartwatches
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Smartwatch-Fashion or Technology 3attribute and also analyse its effects on users. Through utilizing the technology acceptance model(TAM), the study will explain whether the factors that germane to the characteristics of fashion product may implicate the intention to use smartwatches effectively. The model’s primary aim is to incorporate perceived enjoyment and self-expressiveness influenced by an individual need for uniqueness as well as vanity (Pitzer et. al 2013). Findings from the research conducted on participants show that the characteristics of smartwatches as fashion products explain the intention to use smartwatches with particular regards for the individual to be unique. Theoretical as well as practical implications of the study are further discussed. Although still in the pioneer stages of diffusion, smartwatches represent the most virally used type of wearable devices. However, little information explains why some people are most likely to adopt the use of smartwatches as compared to others. To account for this phenomenon, the paper will ground its arguments on the theoretical model to deepen the understanding of factors promoting adoption behaviour. Also, the theoretical model will extensively define technological acceptance as well as social psychology literature.Project ScopeThe market for wearable devices is proliferating saves by the rising internet and smartphone penetration. The growing focus on fitness can also be credited to the rapid growth of used appliances. According to the statistics released by International Data Corporation (IDC 2015), the worldwide market for wearables was to reach more than 110 million units in 2016. Subsequently, this is concerning an increase of 44% as compared to the figures in 2015. In relation, approximately seventy percent of the devices were to be worn on the wrist; this points out that products such as smart wristbands and smartwatches top the list of wearable devices (Pearson, Robinson & Jones, 2015). The smartwatch, also referred to as minicomputers have
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Smartwatch-Fashion or Technology 4numerous functions and are considered one of the most impactful developments in the evolution of Information Technology. As a result of its enhanced features, a smartwatch is viewed as a luxury good purchased to impress others. In simple terms, fashion and technology in the case of smartwatch merge to become a prominent part of a user’s self (Rauschnabel, Brem & Ro 2015). However, despite the increased demand for the smartwatch in the future, the estimates of current sales are still very low. In relation, the primary question remains unanswered: what drives the adoption of smartwatches and how the challenge can be mitigated. Relatively, research is desperately needed to address this existing gap of technology while it is still in the adoption stages of its product life. Regarding management, managers need to understand what contributes to the enactment of an innovation hence aid in the establishment of highly rated successful products. The paper will analyse its main points through answering three significant questions:What influences adoptions intention of smartwatchesDo the consumers of the device classify it as a fashion accessory, an IT tool or as bothHow does the perception of fashion accessory or technology impact antecedents of the smartwatch adoption?Literature ReviewTAM is amongst the most widely accepted models used in understanding the individual acceptance of emerging information and communication technologies. Consequently, it has been successfully applied in related mobile as well as wearable technology studies (Page 2015). According to TAM, perceived usefulness and perceived ease of use can be classified as two cognitive belief dimension that directly impacts user attitude which then directs the intention of use. Perceived usefulness has a more broad defination, simply, it is defined as the extent to
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