Does obsolescence risk matter for smartwatch adoption?

PurposeAlthough the feeling that high-tech products are becoming easily obsolete is common among consumers, previous studies have largely overlooked the role of obsolescence risk in consumer adoption within the wearable technology context. The risks associated with resistance to these technologies are poorly understood. To address this gap, this study investigates how four obsolescence risks - economic, functional, technological and aesthetic - and specific consumer demographics (age, education level and income) influence consumers' choices between adopting or rejecting smartwatches.Design/methodology/approachData from extensive national surveys were used to test our hypotheses. Binary logit models were applied to examine both smartwatch adopters and non-adopters (n = 714) and to compare the postponers and rejecters of smartwatches (n = 345).FindingsThe results indicate that economic obsolescence is the most significant risk factor affecting the adoption of smartwatches and the decisions of postponers/rejecters. Age, income and education are key to adoption and rejection decisions. These findings underscore the notable distinctions among various cutting-edge technologies.Originality/valueThis is the first study to examine the impact of economic, functional, technological and aesthetic obsolescence risks, along with demographic factors, on consumer adoption and rejection of smartwatches.

Journal

MARKETING INTELLIGENCE & PLANNING

Year

2025

ISSN

0263-4503

eISSN

1758-8049

DOI

10.1108/MIP-07-2024-0479

WoS UID

WOS:001571709200001