| Abstract [eng] |
The main objective of this master thesis is to identify the influence of the factors "for" and "against" on the intention to buy wearable technology. The thesis consists of three main parts: analysis of the literature, research methodology, research results and findings and recommendations. The literature review discusses the main theories of purchase intention and analyses the research on purchase intention and technology adoption in relation to wearable technologies. Factors shaping consumers' attitudes towards technology were explored: perceived usefulness, simplicity, enjoyment, social influence, compatibility, privacy and performance risks, technostress and perceived behavioural control. The conceptual model of the study is based on the application of these theories and the results of previous research. The research methodology is based on a survey approach. The data were collected online using a 7-point Likert scale and analysed using SPSS statistical methods. The survey questionnaire was designed to assess the impact of the factors presented in the theoretical model on the intention to buy. The questionnaire was completed by 356 respondents and the hypotheses of the study were accepted or rejected using regression, correlation and moderation analysis. The analysis of the results confirmed that perceived usefulness, simplicity and enjoyment have a strong positive effect on attitudes towards smartwatch use, which directly increases purchase intention. Social influence, compatibility and privacy and performance risks did not have a significant effect. Technostress and perceived complexity had a significant negative impact on perceived behavioural control, reducing consumers' confidence in their ability to use technology. Perceived age moderated only one of the relationships between the main variables, but had a direct effect on attitudes towards wearable technology and perceived behavioural control. The conclusions summarise the results of the study and provide recommendations for manufacturers, marketers and future researchers. |
