Byun, M., Lee, H., & Lee, J. (2014). A Subjectivity Study on Factors Affecting Consumer Purchase of Smartwatches. Journal of Korean Society for the Scientific Study of Subjectivity, 29, 77-98. Abstract This study was conducted based on the high necessity that a method to examine consumers’ thoughts on smartwatches and important factors that influence consumers to purchase and use smartwatches by conducting an exploratory research on smartwatches in the early stage market. The obtained data were analyzed by using a pc-QUANL program. As a result, consumers could be classified into four types: TypeⅠis ‘Rational Consumption’, type II is ‘Self Expression’, type III is ‘Wear Sensibility’, and type IV is ‘UX Enthusiasm’. Based on these results, it is expected to make a practical contribution in product marketing communication strategies as well as new smartwatch product development. Keywords Smartwatches, Wearable, User Experience, Wearability, Subjectivity, Q-Methodology |
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