Applying the technology acceptance model in a three-countries study of smartwatch adoption

Abstract

© 2019 The purpose of this study is to explore differences of adoption of smartwatches in China, France, and Thailand. We propose an analytical framework aggregating the technology acceptance model (TAM)elements, perceived affective quality (PAQ), mobility, availability, and trust. A quantitative approach with Smart-PLS software is used. Results show significant differences (1)between France and Thailand for availability - perceived ease of use (PEOU)and PEOU - perceived usefulness (PU)links; (2)between France and China, for PEOU - PU and trust – PU links; and finally, (3)for trust – PU, and PAQ - PEOU links between China and Thailand. The results give practitioners insights on how to successfully propose their devices in three countries, using both general strategies and specific communication systems. In China, practitioners should focus on PAQ, mobility, and trust. In Thailand, on PAQ, mobility, while differentiating based on the age and sex of their targets. In France, PAQ should be the focus, with a concern about gender with regard to communication strategies.