Moderating Effects of Consumers’ Personal Innovativeness on the Adoption and Purchase Intention of Wearable Devices

Abstract

A wearable device integrates portable computers and electronics into gadgets and other accessories that are worn on the human body. It presents challenges for designers and developers to create products that will be functional, attractive, and socially acceptable on bodies. In this paper, we identify factors that influence the purchase intention of wearable devices drawing from a variety of disciplines. Also, we conduct an empirical investigation of the moderating role of consumers’ personal innovativeness (CPI) on purchase intention. We use structural equation modeling techniques to test our hypothesis using data gathered from 512 consumers. Results show that social image, novelty, esthetics, and relative advantage increase purchase intention of consumers of high personal innovativeness; however, purchase intention of consumers of low personal innovativeness is only affected by social image, esthetics, and relative advantage. Novelty shows a significant impact only with consumers of high personal innovativeness. Interestingly, wearability shows no significant effect on purchase intention in both cases. The managerial implications of the study are discussed.