Fostering consumer acceptance of smart glasses: the moderating role of price sensitivity

ABSTRACT

Smart glasses have not taken off globally as expected. Unfortunately, limited research exists on the factors critical to consumer acceptance of this novel technology. This study fills this gap by investigating how individuals perceive the usefulness and intention to use smart glasses. Using an augmented value-attitude-behaviour (VAB) model, we analyze Amazon Echo Frames to examine consumer utility perception. Wearable comfort, perceived fashionability, and lifestyle compatibility play a significant role in how valuable consumers find smart glasses. This, in turn, influences their attitude and intention to use. Interestingly, price sensitivity negatively moderates the link between perceived value and attitude toward the product but not attitude-intention to use. Overall, our findings explain 78.6% of why people may adopt smart glasses, offering valuable insights for both research and industry to improve their design and marketing strategies.

KEYWORDS:

• Smart glasses
• augmented VAB model
• context-specific factors

Disclosure statement

No potential conflict of interest was reported by the author(s).

Ethical declarations and human participants

The authors declare that our study meets ethical requirements in the country where it has been conducted. Our study does not constitute any harm whatsoever to the research participants. Participation was voluntary with no personal or identifiable information collected. As per the first author’s (as well as the third author’s) institution, studies like this are low-risk to respondents and do not require formal ethical clearance.

Additional information

Notes on contributors

Anita Ciunova-Shuleska

Anita Ciunova-Shuleska is a full-time professor at the Faculty of Economics-Skopje, North Macedonia. Her areas of research interest are consumer behaviour and customer experience with a particular focus on services and new technologies.

Christian Nedu Osakwe

Christian Nedu Osakwe has a PhD in Management and Economics with a focus in Marketing Management. His research interests cover three main areas: marketing capabilities development of the firm in relation to firm performance, digital adoption at both the firm- and individual-level, and consumer behaviour with a focus on services marketing. He’s currently an Associate Editor in the Journal of Strategic Marketing.

Nikolina Palamidovska-Sterjadovska

Nikolina Palamidovska-Sterjadovska is an associate professor at the Faculty of Economics-Skopje, North Macedonia. Her areas of interest include customer satisfaction, service quality, consumer attitudes and behaviour with a focus on services, and in the context of applying new technologies.

Oluwatobi A. Ogunmokun

Oluwatobi A. Ogunmokun works as a senior lecturer at Chester Business School, University of Chester. His research interests include consumer psychology, CSR and responsible marketing. He has published in high ranked journals such as Psychology and Marketing, Journal of Sustainable Tourism and International Journal of Bank Marketing.

Ogechi Adeola

Ogechi Adeola is a full professor of marketing. She is also currently the Deputy Vice-Chancellor, Academics, University of Kigali. Her coauthored articles won Best Paper Awards at international conferences for four consecutive years (2016–2019). She has published numerous scientific articles and books.