The effects of design, size, and uniqueness of smartwatches: Perspectives from current versus potential users

This study proposes design, uniqueness, and screen size as the key components of aesthetic appeal and investigates their role in influencing the use behaviour of current smartwatch users and purchase intentions of potential users. Hypotheses were tested using SmartPLS to analyze data collected from 377 current smartwatch users and 361 potential users. Design aesthetics was found to be the most important factor influencing the behavioural intentions of both user groups. Screen size and uniqueness had significant effects on current users’ use behaviour and potential users’ purchase intentions, respectively. Gender moderated the effect of design on the use behaviour of current smartwatch users, such that female users’ behaviour was more likely to be influenced than male users. A subsequent analysis on the moderating effect of brand revealed that the design aesthetics of smartwatches mattered more for Apple than Samsung in terms of promoting use behaviour.