Exploring online consumer reviews of wearable technology: The Owlet Smart Sock

Abstract

Purpose The purpose of this research is to analyze consumers’ post-purchase reviews of the Owlet Smart Sock (OSS) and investigate the factors influencing continued use and product recommendation. Design/methodology/approach The unified theory of acceptance and use of technology 2 and the privacy calculus model were used to focus both on technology and privacy aspects of OSS – a wearable technology product for baby monitoring. A sample of 450 online consumer review data was collected from Owletcare.com and Amazon.com. The data analysis was done by using NVivo 11. Findings Findings show that effort expectancy, price value and performance expectancy played the most striking role during adoption, continued future use and recommendation to others, whereas perceived privacy risk had the least importance. Research limitations/implications Consumer empowerment through online reviews plays a crucial role in conveying their specific needs and desires to both manufacturers and other prospective consumers. The research is also expected to contribute research and development of technology-integrated products. Practical implications The research findings will provide valuable insights for manufacturers and retailers to understand consumers’ actual preferences and acceptance during the use of wearable technology. Originality/value This study extends research work on consumer use behavior by evaluating online reviews that provide them the opportunity to express their satisfaction and concerns. Insights from experience consumers’ reviews facilitate designers, developers and manufacturers to have a strategic focus during wearable technology development.