Smart rings

: german consumers’ perception and factors influencing the purchase intention

Abstract

Wearables are one of the most growing markets in the consumer electronics industry. The latest key trend shaping the market are smart rings. Nevertheless, little is known about the factors that influence consumers to purchase a smart ring.Therefore, this dissertation aims to investigate the German consumers’ perception and factors influencing the purchase intention for smart rings. Thus, this research questions are answered: (1) Who is the consumer of smart rings, (2) what are the drivers of, and (3) what are the barriers to purchase intention.For this purpose, a quantitative study by means of an online survey was conducted. The research framework is based on two well-established technology adaption models, namely Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) and was developed by reviewing previous literature and by conducting ten in-depth interviews.The results of this thesis indicate that the German smart ring consumer is over 34 years old, holds an academic degree, usually wears rings and has a high income. Furthermore, the results of this study provide empirical evidence that the attitude towards using is the strongest driver for the intention to purchase a smart ring. Moreover, attitude is driven by the hedonic factors perceived enjoyment and design aesthetics as well as the utilitarian factor perceived usefulness. Lastly, the main barrier to purchase intention is consumers’ negative price value perception of smart rings.

Date of Award	2 Feb 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)