Research On Continuous Adoption Intention Of Smart Wearable Products: Dual Drivers Of Consumer Characteristics And Social Capital

With the increasing maturity of digitalization,smart wearable products have quickly spread to most user groups.As users are faced with radically innovative smart wearable products,improving their innovative adoption research has also become a hot topic in this field.However,previous studies have paid more attention to the initial adoption of users.Compared with attracting new customers,the continuous adoption intention of users has a greater impact on enhancing the long-term core competitive advantage of enterprises.For this reason,How to improve users’ intention to continue adopting is an important issue that needs to be solved urgently.By combing the research on the adoption of smart wearable products,it is found that the previous research is more "technology-driven" rather than "consumer-driven".When technological innovation is at an early stage and the company’s understanding of consumer needs is not clear,trying to understand the actual audience’s views is the important key.To this end,based on the means-end chain theory,this study constructs a benefit-valuebehavior model to explore the influence of individual factors,social factors,and perceived value on the continued adoption of smart wearable products.The subjects of this study are consumers who have bought smartwatches or fitness wristbands.Based on the method of snowballing in the circle of friends and the link to the questionnaire sent by the online data research website,different interviewees are selected and common method biases are minimized.After three months of data collection,through the analysis of the survey results of 249 smartwatch and fitness wristband users by Mplus and fs QCA,the research results show that: first,face consciousness is a powerful predictor of the user’s perceived value;second,the three dimensions of social capital have different positive effects on perceived value;third,Social value,utilitarian value,and hedonic value have a positive impact on the intention to continue to use;fourth,the different combinations of nine configurations of personal characteristics,social capital,and perceived value can explain the impact of continued adoption of smart wearable products.The theoretical contribution of this research lies in(1)Expanding the consumer-driven research perspective,and establishing a research model that integrates users’ individual characteristics,social capital,perceived value,and continuance intention to adopt smart wearable products;(2)Supplementing the research gap of face consciousness as an individual characteristic and external factors of social capital in this field;(3)Providing new insights into how the predictors of users’ continued adoption intention are related to each other.The research has guiding significance for business managers to take intervention measures to improve the intention of smart wearable users to continue to adopt innovation.