Factors Influencing the Adoption of Smartwatches: A PLS- SEM Analysis using SmartPLS.

Abstract

This study explores how people incorporate smartwatches into their daily lives. I used Partial Least Squares Structural Equation Modeling (PLS-SEM) as the statistical approach, utilizing the SmartPLS tool to analyze the factors influencing people's decision to use and integrate these smart wearables into their routines. I looked at a bunch of different factors that might play a role in this, like how useful people find the smartwatch (perceived usefulness), how much they enjoy using it (perceived enjoyment), how much they think it's worth paying for (price value), whether it aligns with their preferences and interests, and even if they see it as a status symbol. I collected data from 265 people using a survey made with Google Forms. They shared their thoughts and experiences with smartwatches, giving us a good insight into what drives their decisions. The analysis reveals that perceived enjoyment, attitude, and perceived behavioral control have the most substantial impacts on the intention to adopt smartwatches. Additionally, factors like hedonic motivation and compatibility significantly contribute to shaping user attitudes toward smartwatches. This examination provides an in-depth understanding of the intricate relationship between these factors, addressing their combined impact on the adoption of smartwatches. Understanding all these factors gives tech companies, marketers, and policymakers valuable information to make better smartwatches and to market them effectively. Making smartwatches enjoyable and easy to use is key to getting more people to use them. I also pointed out areas for future research, suggesting that I should keep an eye on new trends and technologies in the wearable device market to stay relevant to users' changing preferences and advancements in technology