The future of smartwatches: assessing the end-users’ continuous usage using an extended expectation-confirmation model

This work aims to examine the underlying factors associated with the continuous usage of smartwatches and propose a relevant theoretical framework. In order to understand and correlate the exact user motivations and expectations before and after using a smartwatch, a dual approach is taken comprising of a detailed literature review with thematic analysis of the data obtained from an ethnographic study involving 42 participants. Nine key determinants of continuous usage of smartwatches are identified, with four of them being introduced for the first time (perceived comfort, self-socio motivation, battery-life concern, and perceived accuracy and functional limitations) in the wearable context. Thereafter, a research model is developed based upon the expectation-confirmation model (ECM) and empirically tested using a partial least square structural equation modeling approach (PLS-SEM) on data obtained from 312 long-term smartwatch users across four Asian countries. Perceived usefulness, hedonic motivation, perceived comfort and self-socio motivation have a positive impact on the continuous usage. However, perceived privacy, battery-life concern, and perceived accuracy and functional limitations have a negative impact on the continuous usage of smartwatches, the last one being the greatest predictor. The effect of hedonic motivation on perceived usefulness is non-significant. The model explains 64.8% of the variance in the final dependable construct, i.e. continuous usage. The insights provided by this work can help the smartwatch stakeholders to mitigate the existing drawbacks and formulate better growth strategies along with the directions for further development with an aim to increase the customers’ continuous usage of smartwatches.