Curiosity on Cutting-Edge Technology via Theory of Planned Behavior and Diffusion of Innovation Theory

Abstract

© 2022 The Author(s)Despite the growing importance of cutting-edge technologies, little is still known about the effects of psychological and technical factors on these technologies as associated with consumers’ behavioral intentions. Drawing on diffusion of innovation theory (DOI) and theory of planned behavior (TPB), this study investigates the effect of perceived behavioral control, complexity, and compatibility on attitude towards using a smartwatch and behavioral intention. The present study also examines the mediation effect of consumer attitude between the psychological and technical factors of smartwatches and behavioral intention. We have gathered data from 291 actual smartwatch users. Partial-Least-Squares Structural Equation Modelling and Importance-Performance Analysis (IMPA) were used to analyze the data. The results reveal that both psychological and technical attributes play a key role in affecting consumers’ behavioral intention, in which attitude mediates this relationship. Moreover, among the predictor variables, compatibility is most significant in terms of explaining behavioral intention to use smartwatches, whereas curiosity and complexity have the highest performance index.