Determining the Key Factors of Wearable Devices Consumers’ Adoption Behavior Based on an MADM Model for Product Improvement

Abstract

As a contemporary product of Internet of Things, wearable devices that are closely related to consumer health have received widespread attention from various nations and industries. Thus, the use of wearable devices has become a significant scientific problem requiring an urgent solution. In this article, we consider the characteristics of wearable devices, consumers, the market, safety, and the environment to analyze consumer behavior. A multiple attribute decision-making (MADM) model is used in this article, including the decision-making trial and evaluation laboratory (DEMATEL) technique, the DEMATEL-based analytic network process (DANP) method, and the modified Vlse Kriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method. Based on expert data and the index system of criteria for consumer adoption of wearable devices, we evaluate the relationship between criteria and their weight of impact to create an influential network relationship map by using the DEMATEL technique, comprehensively analyze the correlation between consumer behaviors and products, clearly identify the relative gaps between criteria and the optimal level, and recommend improvements through the DANP. Finally, we use three specific products as examples to analyze consumer satisfaction for different criteria based on the modified VIKOR method. The results reveal that there are gaps between product performance and the optimal level, and product promotion strategies are proposed that would narrow the performance gaps of these three wearable devices by prioritizing the factors that required improvement.