A hybrid approach to discern customer experience for facilitating the adoption of smartwatches

Smartwatches had been anticipated to gain momentum as a daily device regarded as a fashion accessory. Contrary to expectations, the pace of adoption rate is slowing down and no one can deny that smartwatches currently fall into a ‘chasm’. This research focuses on the customer experiences accumulated in textual form on ‘Amazon.com’ and attempts to reorganise the influential constructs affecting the adoption of smartwatches. To this end, we conduct a hybrid approach that integrates a qualitative and quantitative approach. First, the apparent constructs are identified and categorised through an exhaustive review of the latest research. Second, LDA-based topic modelling is applied to uncover customers’ topics consisting of contextually associated terms. Comparing with the apparent constructs, we discover two newly emerging constructs: ‘relative superiority’ and ‘consumer rights’. Third, ex-post analysis is performed to acquire greater depth and breadth in understanding human desires inherent in each construct. Based on a total of 12 key constructs, 5 human desires are proposed as a result and discussed to support the establishment of R&D planning and marketing strategies.