Gender differences in the wearable preferences, device and advertising value perceptions: smartwatches vs. fitness trackers
by Manali Gupta; Neena Sinha; Pratibha Singh; Stephanie Hui-Wen Chuah
International Journal of Technology Marketing (IJTMKT), Vol. 14, No. 2, 2020

Abstract: Choosing the right wearable device (e.g., smartwatch and fitness tracker) for one's wrist can put consumers in a dilemma, especially in the market of abundant options. Further, the proliferation of social media has profoundly changed the practice of advertising, making the communication of wearable messages more interactive than ever before. This paper examines the gender differences in their preferences toward wearable devices (e.g., smartwatches vs. fitness trackers). This study also investigates the joint effect of device value and advertising value on consumers' intention to adopt wearable devices, with gender serving as a moderator variable. Amidst the socio-technical ecosystem of wearable devices and social networking site (SNS), gender is the most prominent demographic variable used for targeted advertising to ensure effectiveness. Data collected from 217 generation Y Indian Facebook users suggests that males preferred smartwatches and females preferred fitness trackers. The results revealed that the devices' performance expectancy and the entertainment value derived from Facebook advertising are positively related to consumer's intention to adopt the wearable devices. In particular, the relationship between privacy concerns about the advertising on behavioural intention is moderated gender.

Online publication date: Tue, 06-Oct-2020

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