EXAMINING THE SUCCESS FACTORS OF SMART WATCH: A BEHAVIORAL PERSPECTIVE ON CONSUMERS

摘要

The purpose of this study was to investigate factors influencing consumers' intention to use Apple Watch by applying Decomposed Theory of Planned Behavior (DTPB). The subject of the study was the Apple Watch users in Taiwan. The researcher used purposive and snowball sampling as the sampling method, a total of 350 surveys were issued, 327 valid surveys were collected and the effective response rate was 93.43%. The collected data were analyzed by confirmatory factor analysis and structural equation model. The results are illustrated as follow. First, the overall behavior model of Apple Watch users constructed by Decomposed Theory of Planned Behavior in this study fitted well. Second, the research model has well explanatory power to wearable device users, which is R-2 of attitudes, subjective norms and perceived behavioral control on behavior intentions have reached 63%. Third, perceived usefulness and perceived playfulness are the most two important influencing factors on attitudes. Interpersonal influence is the most important influencing factor to subjective norm. The most influencing factor of perceived behavioral control is facilitating condition.