Title: A survey of what customers want in smartwatch brand applications

Authors: Meuel Jeong; Kyeongjin Park; Kyungdoh Kim

Addresses: Department of Industrial Engineering, Hongik University, Seoul, South Korea ' Department of Industrial Engineering, Hongik University, Seoul, South Korea ' Department of Industrial Engineering, Hongik University, Seoul, South Korea

Abstract: This research explores how smartwatch brand apps can be used to advertise companies and brands. A survey was conducted to analyse the utilisation of the brand app in smartwatch, and a total of 134 data were collected. Study 1 discovered the external factors that influence intention to use and tracked the relationship between factors using technology acceptance model. The results of the structural equation model analysis showed that the ease of use had a significant positive impact on the intention to use and the complexity and financial risk had a statistically negative impact on the intention to use. Study 2 investigated what types of smartwatch brand apps users would use. As a result of analysis of variance, music, weather information, basic telephone function, SNS, navigation, basic SMS, productivity, and health showed higher use intention. Types with low intentions were e-books, games, sports, entertainment, QR code/barcode recognition, finance, photography and video.

Keywords: smartwatch; advertisement; brand app; intention to use; technology acceptance model; TAM.

DOI: 10.1504/IJMC.2020.109960

International Journal of Mobile Communications, 2020 Vol.18 No.5, pp.540 - 558

Received: 17 Apr 2018
Accepted: 01 Apr 2019

Published online: 19 Jun 2020 *

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