Domain-specific innovativeness and new product adoption: A case of wearable devices

Wearable technology has recently started gaining mass market attention, but the actual adoption of the technology is not up to expectations. The current study examines the effects of consumers' domain-specific innovativeness (DSI) on the adoption of wearable technology. In this study, consumer DSI is first conceptualized to have two dimensions namely, product-possessing innovativeness (PPI) and information-possessing innovativeness (IPI). The effects of PPI and IPI on perceived attributes of wearable technology (relative advantage, social image, aesthetics, and novelty) are then examined, which influence purchase intention. Exploratory and confirmatory factor analyses were conducted on a survey data from young consumers. Structural equation modeling was employed to evaluate the proposed research model. Results demonstrate that 1) the DSI construct must be examined in the two dimensions so that it can properly measure the nature and characteristics of DSI, 2) IPI plays an important role, having a positive effect on all four perceived attributes of IT innovations, 3) PPI has a positive effect on perceived social image and perceived novelty, and finally 4) all perceived attributes of IT innovations have a positive effect on consumers' purchase intention of wearable devices. Implications for research and practice are discussed.