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Fostering Consumer Acceptance of Smart Glasses: The Moderating Role of Price Sensitivity

Ciunova-Shuleska, Anita
; 
Osakwe, Christian Nedu
; 
Palamidovska-Sterjadovska, Nikolina
; 
Ogunmokun, Oluwatobi A.
; 
Adeola, Ogechi
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Other Contributors
Affiliation
Cyril and Methodius University in Skopje; International University of Rabat; University of Pretoria; University of Chester; University of Kigali
EPub Date
Publication Date
2024-07-04
Submitted Date
Collections
Chester Business School
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Abstract
Smart glasses have not taken off globally as expected. Unfortunately, limited research exists on the factors critical to consumer acceptance of this novel technology. This study fills this gap by investigating how individuals perceive the usefulness and intention to use smart glasses. Using an augmented value-attitude-behaviour (VAB) model, we analyze Amazon Echo Frames to examine consumer utility perception. Wearable comfort, perceived fashionability, and lifestyle compatibility play a significant role in how valuable consumers find smart glasses. This, in turn, influences their attitude and intention to use. Interestingly, price sensitivity negatively moderates the link between perceived value and attitude toward the product but not attitude-intention to use. Overall, our findings explain 78.6% of why people may adopt smart glasses, offering valuable insights for both research and industry to improve their design and marketing strategies.
Citation
Ciunova-Shuleska, A., Osakwe, C. N., Palamidovska-Sterjadovska, N., Ogunmokun, O. A., & Adeola, O. (2024). Fostering consumer acceptance of smart glasses: the moderating role of price sensitivity. Technology Analysis & Strategic Management, vol(issue), pages. https://doi.org/10.1080/09537325.2024.2372780
Publisher
Taylor & Francis
Journal
Technology Analysis & Strategic Management
Research Unit
URI
http://hdl.handle.net/10034/628842
DOI
10.1080/09537325.2024.2372780
PubMed ID
PubMed Central ID
Type
Article
Language
Description
This is an Accepted Manuscript of an article published by Taylor & Francis in Technology Analysis and Strategic Management on 04/07/2024, available online: https://doi.org/10.1080/09537325.2024.2372780
Series/Report no.
ISSN
0953-7325
EISSN
1465-3990
ISBN
ISMN
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Sponsors
Unfunded
Additional Links
https://www.tandfonline.com/doi/full/10.1080/09537325.2024.2372780