How does obsolescence risk influence consumer resistance to smartwatches?

Abstract

PurposeDue to advances in both software and hardware, obsolescence risk refers to the fear that a product will soon become obsolete, which can be very high for technological products such as smartwatches or smartphones. Drawing on the perceived risk theory and innovation resistance, this study examines the effects of different obsolescence risks on consumer resistance to smartwatches.Design/methodology/approachA sequential explanatory approach using a mixed method was adopted in this study. In Study 1, we conducted semi-structured and in-depth face-to-face interviews with 16 individuals to identify the most important obsolescence risks affecting consumers’ resistance to smartwatches. This qualitative study develops a novel theoretical model based on interpretive results, including technological, economic, functional, and aesthetic obsolescence risks. In Study 2, we tested our theoretical model by applying partial least-squares structural equation modeling to a sample of 298 smartwatch users.FindingsThe results show that consumer resistance to smartwatches is affected by technological, economic, functional, and aesthetic obsolescence risks.Originality/valueAlthough most extant studies have focused on the factors influencing the adoption and use of consumer electronics, little is known about the role of obsolescence risk in consumers’ resistance to these products.