Exploring Factors Influencing Smartwatch Adoption Intention Among Turkish Consumers: A Value-Based Approach

This study investigates the adoption intention (ADIN) of smartwatches (SW) in Türkiye, proposing an analytical framework that integrates elements of the value-based adoption model with factors such as mobility (MOBI), availability, and design aesthetics (AEST). A questionnaire was designed and disseminated to gather data, resulting in 350 valid responses from potential smartwatch users in Türkiye; the eight hypotheses were then validated through structural equation modeling, providing robust insights into the ADIN of Turkish users. The research found that perceived benefits significantly enhance perceived value, whereas technicality and perceived fee constrain it. Moreover, the study found that MOBI serves as a precursor to perceived usefulness, while AEST has a direct impact on perceived enjoyment, highlighting the importance of providing users with the opportunity to use SW anywhere and ensuring satisfaction with their simple design.