CONSUMER BUYING BEHAVIOR OF WEARABLES IN ......Consumer Buying Behaviour of Wearables in Germany - The Differences of Smartwatch Users and Non-users Major Health and Business Description

CONSUMER BUYING BEHAVIOR OF WEARABLES IN

GERMANY

The Differences of Smartwatch Users and Non-users

Konstantin Rodosthenous

Master’s thesis

Major Health and Business

University of Eastern Finland

Department of Health and Social

Management

December 2018

Abstract

UNIVERSITY OF EASTERN FINLAND

Faculty

Faculty of Social Sciences and Business Studies

Unit

Business School

Author

Konstantin Rodosthenous

Supervisor

Kaisa Henttonen

Name of the Thesis

Consumer Buying Behaviour of Wearables in Germany - The Differences of Smartwatch

Users and Non-users

Major

Health and Business

Description

Master’s thesis

Date

08.12.2018

Pages

62 + 22

The main goal of this study was to find out if the buying behavior for smartwatches differs from smartwatch

users and non-users with the focus on social and personal influences. The market for wearables has potential

in an aging western world. Wearables such as smartwatches are tools that can help individuals to support

their health or other reasons. The following research questions shows the aim at which this topic was

investigated: 1) How does the consumer buying behavior differ for wearables from people in Germany that

are aware about wearables and from people that are unaware? 2) How does social factors influence the

buying behavior? 3)How does personal factors influence the buying behavior? 4) Which of the factors do

both groups experience as the factor that is influencing their buying behavior most? In order to study this

topic and answer these research questions, a qualitative study was conducted. Interviews were the method to

collect the data and a thematic analysis was used to examine the data. This study had six participants from

Germany, three smartwatch users and three non-users. Overall, the findings showed that there were no

significant differences between smartwatch users and non-users. The main factor for three participants to buy

a smartwatch was lifestyle, for two participants it was the functionality and for one the job and the other one

the price of the smartwatch. This study can be taken further by focusing on psychological and cultural factors

or by using a quantitative research method.

Key words

Consumer buying behaviour, wearables, smartwatches, social influence, personal influence

TABLE OF CONTENTS

1. INTRODUCTION ...................................................................................................... 6

1.1. Relevance of the Research Topic ........................................................................ 8

1.2. Research Objective .............................................................................................. 8

1.3. Key Concepts of the Study .................................................................................. 9

1.3.1. Definition of Wearables .................................................................................. 9

1.3.2. Definition of Smartwatch ................................................................................ 9

1.3.3. Consumer Buying Behavior .......................................................................... 10

1.3.4. Social Factors ................................................................................................ 11

1.3.5. Personal Factors ............................................................................................ 13

1.4. Thesis Structure ................................................................................................. 16

2. THEORETICAL BACKGROUND ........................................................................ 17

2.1. Literature Review .............................................................................................. 17

2.1.1. Social Influence ............................................................................................. 19

2.1.2. Personal Influence ......................................................................................... 20

2.2. Theoretical Framework in this Study .............................................................. 21

3. METHODOLOGY ................................................................................................... 22

3.1. Methodological Approach ................................................................................. 22

3.1.1. Research Nature ............................................................................................ 22

3.1.2 Research Approach ........................................................................................ 23

3.1.3. Research Strategy .......................................................................................... 24

3.2. Data Collection ................................................................................................... 24

3.3. Target Group ...................................................................................................... 26

3.4. The Interview Guide .......................................................................................... 26

3.5. Analysis ............................................................................................................... 27

3.5.1. Thematic Analysis ......................................................................................... 27

4. DATA ANALYSIS .................................................................................................... 29

4.1. Interviewee Presentation ................................................................................... 30

4.2. Defining a Smartwatch ...................................................................................... 30

4.3. Social Influence .................................................................................................. 32

4.3.1. Reference Group ........................................................................................... 32

4.3.2. Role and Status .............................................................................................. 35

4.4. Personal Influence .............................................................................................. 35

4.4.1. Lifestyle ......................................................................................................... 35

4.4.2. Personality ..................................................................................................... 38

4.4.3. Economic Situation ....................................................................................... 40

4.4.4. Age and Life Cycle Stage.............................................................................. 42

4.4.5. Occupation .................................................................................................... 44

4.5. Product Attributes ............................................................................................. 46

4.5.1. Usefulness ..................................................................................................... 46

4.5.2. Condition ....................................................................................................... 48

4.6. Main Factors According to the Interviewees................................................... 49

4.7. Summary of the Research Results .................................................................... 50

5. CONCLUSION AND DISCUSSION ...................................................................... 52

5.1. Summary of the Results .................................................................................... 52

5.2. Key Results ......................................................................................................... 53

5.3. Evaluation of the Study ..................................................................................... 55

5.3.1. Methodological Limitations .......................................................................... 55

5.3.2. Theoretical limitations................................................................................... 56

5.3.3. Suggestions for Future Studies and Implications .......................................... 56

REFERENCES ............................................................................................................. 58

APPENDICES ............................................................................................................... 62

APPENDIX 1. Coding of Interviews

APPENDIX 2. Codes with Themes and Subthemes

APPENDIX 3. Themes and Subthemes and Interviewees Quotes

APPENDIX 4. Interview Guide

FIGURES

Figure 1. Factors influencing consumer buying behavior .............................................. 11

Figure 2. Overview of the thesis structure ...................................................................... 16

Figure 3. Synthesis of the theory .................................................................................... 22

TABLES

Table 1. Qualitative Approach vs Quantitative Approach ............................................. 23

Table 2. Overview of the collected data ......................................................................... 25

Table 3. Overview of themes and subthemes ................................................................. 29

1. INTRODUCTION

Wearable technologies or wearable devices are smart electronic computers which are

manufactured in different kind of accessories and clothes. In comparison to smartphones

and laptops, wearables give the consumer more handiness due to its light weight,

accessibility and the control that it provides. Consumers do not only view such devices

as technology but also as a fashion product. The future of wearables could replace even

smartphones and laptops due to their improving performance (Wright and Keith, 2014,

205).

The potential benefits of wearables are very diverse that can change the landscape of

societies and businesses. For example, individuals can improve their wellbeing as well

as making better and informed decisions. People could use wearables in medical centers

which could progress the precision of their health information which could lead to a

better medical procedures and patient safety. Wearing wearables can lead individuals to

a healthier behavior which could decrease health costs (Wilson, 2013, 27). A growing

aging population and the increase in chronic diseases such as obesity, is a development

that demands a healthier lifestyle. According to Klein et al. (2014), the risk of chronic

diseases can be drastically minimized by following a healthy lifestyle for example with

a healthy died and regular exercise. The health and improvement of a person’s fitness

has emerged to a new trend in today’s society. Doing fitness at home through a tv

program, creating online nutritional plans with a person’s personal data and the

advertisements for wearables are just a few examples of that. With the increased

awareness towards a healthier lifestyle products and services such as wearables and

healthcare applications are becoming more popular. Common devices of wearables are

smartwatches, smart bands and glasses (Knöppler et al. 2016, 6).

Companies are also following the trend and trying to use the technology to their surplus.

For example, insurances are now collecting data from their members through fitness

apps and wearables and rewarding them with bonuses and refunds. Moreover,

businesses can also improve the work-life balance of their employees with this

technology by rewarding them when using a wearable or another fitness tracker

(Knöppler et al. 2016, 6). Other benefits to companies are that it can make it faster to

have access to information to improve decision making in various industries. It can be

used to train workforce and provide remote customer service and support to solve their

problems easier (Chang et al., 2016, 520).

Wearables exist from many companies in different sizes, designs and functions. Since

2015 the market of wearables is growing. It is estimated that the revenue from 2012 to

2018 is going to increase from 750 million dollars to 5.8 billion dollars and 126 million

units to be sold until 2019 (Wei 2014, 53, IDC, 2015). Regardless of the fast-growing

market of wearables, it is still at the beginning. Therefore, the leading producers of

wearables as well as Start-ups are launching more and more devices, to try to increase

their market share. Studies of the market shows that the number of people attracted to

self-monitoring devices, to gain more information about their bodies for a healthier

lifestyle, is going to increase (ABIResearch, 2013). Besides, new technologies such as

wearables are matching the cultural change of Germans towards a more sovereign and

active governing of personal health. A study from 2015 of a German healthcare

insurance AOK about the physical activity and the acceptance of electronic support

showed that 55% of the 2074 asked patience, students and employees show an interest

to electronic support for training (Wachholz et al. 2015, 3). Another study in Germany

of Pfeifer et al. (2016) who studied the usage intention of wearables show that the main

factors for the intention to use wearable technologies are usefulness, enjoyment, social

influence, trust, personal innovativeness and the support of well-being. Furthermore, the

study showed that peoples opinion is influencing a person decision to buy a smartwatch.

(Pfeiffer et al. 2016). The study of Jung et al. (2016) about what attributes of

smartwatches are affecting consumers choice showed that standalone communication

and display shape and size were the most important factors when it comes to consumers

choice. Furthermore, their respondents found functionality of smartwatches more

important than aesthetics. Other studies have confirmed the results that functionality of

a device is more important than aesthetics.

Businesses are constantly trying to identify the influences of their marketing strategies

which should influence a person to buy their devices. While there is previous research

in the field of consumer buying behavior, I suggest that current researches do not fully

reflect the differences of smartwatch owners and non-owners.

1.1. Relevance of the Research Topic

The topic “Consumer buying behavior of wearables in Germany - The differences from

users and non-users” is due to the market development of smartwatches up-to-date and

has not been studied much. It is of importance to study, in order to get an insight into

the German purchasing behavior of new technologies such as smartwatches and to

expand the ground for further studies. Since most researches on consumer buying

behavior of smartwatches were done in a quantitative approach, this research could

bring new insights due to interviews. Furthermore, I hope to reveal a more personal

point of view of an individual purchasing decision. In addition, this study provides a

new perspective to this topic by studying the differences of smartwatch owners and non-

owners on their influences to buy such a device.

This topic is also in my personal interest because new technologies such as wearables

can become more useful in future due to our aging society. I believe that such devices

can help people to pay more attention to their bodies and to make them see a doctor

more often if the device notice any health differences. This research topic can be also of

a benefit in my future career to work for such companies that produce technological

chips to such devices or just companies that produce and sell wearables.

The main academic aim for me is to expand my knowledge in consumer buying

behavior and to progress my research and analysis skills. Furthermore, to study a topic

on which not much research has been done which can provide new insights to

businesses in this sector. This study can then be used as a basis for further studies in this

field.

1.2. Research Objective

The purpose of this qualitative study is to examine the factors influencing the individual

buying behavior of wearables. Furthermore, the focus will be on two groups of people,

one group that already know or are aware about wearables and the other group that do

not know wearables. Interviews will be held with both groups to compare their answers.

In addition, another objective is to find out which of the factors had or would have the

strongest impact on their buying behavior.

The research question of this study is:

1. How does the consumer buying behavior differ for wearables from people in

Germany that are aware about wearables and from people that are unaware?

The sub questions are:

2. How does social factors influence the buying behavior?

3. How does personal factors influence the buying behavior?

The question to the second objective is:

4. Which of the factors do both groups experience as the factor that is influencing

their buying behavior most?

1.3. Key Concepts of the Study

The main key concepts of this study are wearables, smartwatches, consumer buying

behavior, social influence and personal influence. The following section of this study

defines the key concepts.

1.3.1. Definition of Wearables

Wearables are electronic devices such as wristbands, smartwatches, eyewear, earwear

and textiles, that can measure through one or more sensors physical activities of the

person that wears the device. Furthermore, those devices transfer the gathered

information mostly via Bluetooth, sometimes via Near Field Communication(NFC) or

Wireless LAN to a smartphone or tablet. In addition, applications on the smartphone or

tablet help the user to view or analyze his or her physical activity through diagrams,

statistics and images (Lupton 2014, 15).

Wearables exist from various companies in different sizes, designs and functions. Since

2015 the market of wearables is growing. It is estimated that the revenue from 2012 to

2018 is going to increase from 750 million dollars to 5.8 billion dollars (Wei 2014, 53).

1.3.2. Definition of Smartwatch

Defining smartwatches has become a difficult task due to the fact that it does not exist

an official and universal definition in the academic literature that joins what a

smartwatch is or comprise. It has become an ambiguous word that authors referred it

differently according to their perspectives. However, a complete definition that has been

found is from Chuah et al. (2016). They define a smartwatch according with its seize

and its operation-functionality. On the one hand, in terms of size, a smartwatch is larger

than a wristband and a traditional watch. And, on the other hand, in terms of operation-

functionality, a smartwatch has a touch screen, it has the capacity to download apps,

connect to the internet and a smartphone, and collect daily data (e.g. schedules from

work) and body performance (e.g. well-being and fitness). Taking their own words, “a

smartwatch is a device that is worn like a traditional watch and allows for the

installation and use of applications” (Chuah et al. 2016, 277). It is more than a watch

and an even smarter than a wristband1.

1.3.3. Consumer Buying Behavior

Every day consumers make decisions to purchase products. Therefore, companies study

such behavior and try to find out what, where and how consumers buy as well as how

much, when and why they buy. The question to why consumers buy in certain way is

not easy to answer since those answers are deep in the persons mind. However,

consumers themselves usually do not know what influences their purchase (Kotler and

Armstrong, 2017, 139).

According to Solomon (2004, 6-8), consumer behavior is more than the study of what

consumers buy. It also tries to understand how the process of deciding works with all its

effects on their behavior. Kotler and Armstrong (2017, 139) defines consumer buying

behavior as “the buying behavior of final consumers - individuals and households that

buy goods and services for personal consumption”.

The factors influencing consumer purchase are according to Kotler et al. (2017, 140).

influenced by cultural, social, personal and psychological characteristics

The Figure below shows an overview of the factors with its subfactors that influence the

buyers buying behavior.

1 1 A smartwatch should not be confused with a smart wristband because of its limited funtionality. A smart wristband tracks only a user's physical functions and provide very limited information on small displays (Chuah et al. 2016, 277). For example, collects movements, steps, pulses, heart rate, body temperature or calories burnes. Data that can be analyzed to anhace the personal health, fitness, or well-being (Lupton. D. 2016, 393-403).

Figure 1. Factors influencing consumer buying behavior

(Kotler et al. 2017, 140)

The two factors of Figure 1 on which this thesis focuses on are social influences and

personal influences because of the research sub questions. Both factors are discussed in

the later chapters.

1.3.4. Social Factors

The following chapter describes the social factors which effect consumers and purchase

behavior. The three social factors are:

1. Reference groups and social networks

2. Family

3. Role and status1

Reference Groups

Consumers are influenced by social factors. One person has influence on the other

persons buying decision. The main influence within the social factors are reference

groups, family, role and status. There are two kind of groups that affect consumer

behavior. The first one is called membership group where the consumer itself is a part

of, for example coworkers or friends.

The other type of group is called reference group where the consumer refers him- or

herself to or wants to be a part of. Reference groups can be created by the family,

friends, work groups or it can be a sports club and music group which the consumer is

associating him-or herself to. (Kotler et al. 2017, 144) According to Solomon (2013,

434-435) people want to be approved by their reference group members. As a result,

such kind of groups have influence on consumer behavior.

Also, such groups typically have an opinion-leader which basically is a person that

influences others in the same group because of his or her characteristics such as special

skills, personality or knowledge. Opinion leaders like to try new or untested products.

Such a person could be a celebrity or a famous sports person whose influence on the

consumer depends on their credibility, popularity or attractiveness. (Kotler et al. 2017,

144) Nowadays people that use social media follow people that are similar or who they

want to be themselves. As a result, people can find opinion leaders on different social

online platforms. (Solomon 2013, 434-435)

The importance of such reference groups are marketers trying to identify and try to

influence them. However, the importance of a group depends on the brand and product.

The effect of a product on the customer is at strongest when they show more respect to a

group. (Kotler et al. 2017, 144)

Family

The family also play an important role in influencing consumer behavior. By providing

an environment for an individual, the family influences a person’s values and forms

personalities. Furthermore, the family environment provides the development of

attitudes and views towards social relations, society and politics. (Kotler et al. 2017,

146) According to Khan (2006, 68) the family is the organization that first creates the

perceptions about products, brand and consumer habits. Which means that a consumer

could have established its perceptions of brands during the childhood which affects the

selection of brands in the adult life. The family shapes the children by passing down the

cultural norms and values. Kids learn from their parents which makes them adopt in the

future similar consumption behavior as their parents have. (Lamb et al. 2008, 186)

There are two types of families of which the consumer is influenced by. The first type is

the family of orientation where the buyer’s parents are responsible for influencing the

buying behavior and other aspects of life. This influence has shaped the buying

behavior to an extend that when this person is living alone or does not interact with the

family the behavior stays. The second type of family is called the family of procreation

which has more influence on the buyer from the persons partner and kids. There are

differences of husband and wife buying behavior. For example, the wife is traditionally

the key person that buys food, clothing and household belongings for the family.

However, kids have also influence on their parents buying behavior. They tend to

influence parents on products such as toys, food, clothes and school materials. (Kotler et

al. 2017, 148; Lamb et al. 2008, 186)

Each member of the family can play different roles in the process of decision making.

For example, one person has an idea to purchase a specific product that person is called

the initiator. The person that gives ideas and suggestions as well as influences the

decision of the buyer is called influencer. Finally, the decider makes the decision of

what, where and when to buy a product. (Solomon 2013, 436)

Role and Status

Role and status is another social influence. An individual is part of different groups such

as family, clubs, organizations and different kind of communities. The role of a person

is what kind of activities other people are expecting of that one person to do. The status

is the position one person has in a group. Such status can be money, wealth, education

or occupation. The success in a person’s life can provide a status to that persons. The

selection of a product or brand can depend on the role or the status of a person. (Kotler

et al. 2017, 147)

1.3.5. Personal Factors

This chapter discusses the characteristics affecting consumers but from the personal

perspective of an individual. Here listed are the five characteristics which are discussed

in this chapter:

1. Age and life-cycle stage

2. Occupation

3. Economic situation

4. Lifestyle

5. Personality and self-concept (Kotler et al. 2017, 147-150)

Age and Life Cycle Stage

The course of time changes people and when people change, their habits, values, needs

and their spending changes as well. Age related changes of one person’s buying

behavior can be in food, clothing, recreation and furniture. The family life-cycle

influences the buying behavior. Furthermore, because of differences in the family life

cycle stage the consumption pattern from people of the same age and gender differs.

(Lamb et al 2010 p 267) Lamb et al. (2010 p 267) defines the family life cycle as a

series of stages which is controlled by age, marital status and of having children or not.

Also, lifetime events such as the birth of a child or a marriage can have a significant

effect on the person’s purchase behavior. Today marketers do not only focus on

traditional stages also alternative or nontraditional stages like for example unmarried

couples and childless couples. (Kotler et al. 2017, 147)

Occupation

The consumers occupation shapes the consumption of goods and services, which means

that workers purchase work clothes that fit their necessities for the job. According to

Jain (2010, 134) the consumer normally purchases products that match his or her

occupation. Depending on the type of job, the worker is affected by it and chooses

goods and brands that suits him or her. (Jain. 2010, 134) People might think that

occupation is the same as reference group because the worker refers to the coworkers.

Nevertheless, this is not the case because it is more personally related to the persons

profession. For instance, two persons that share the same reference group of colleagues

and social class could want different things for their job. (Kotler et al. 2017, 148)

Economic Situation

The choices a person makes in his buying behavior also depends on the economic

situation. Depending on a person’s income, it affects what a person can purchase and

how the person views money. Persons with a higher income level tend to buy more

expensive and premium products than middle or low-income people (Kotler et al. 2017,

148). According to Solomon (2004, 12) People on the same income level use to have a

similar music taste, clothing and leisure activities. One reason for this is that people

from the same income level like to socialize with each other and they share the same

kind of values and ideas. What people buy pictures the economic situation of that

individual. For example, do people with a lower income level usually use their money

to purchase products that are needed for survival rather than on expensive products

(Solomon 2004, 12.). Therefore, the economic situation is an essential factor that affects

people and their buying behavior. In other words, the economic situation is the

purchasing power of consumers and is in a relationship to the spending. (Kotler et al.

2017, 148)

In conclusion, companies target those consumers and try to match their product price to

the target group. As an example of that are smartphone makers like Apple that have

offered only premium-priced products and now are also offering lower-priced phones.

Apple with their iPhone SE has brought a lower-price product to the market to gain new

customers. (Kotler et al. 2017, 149)

Lifestyle

The meaning of lifestyle is that people have different ways of living which each one

choses according to his or her believes, activities, interest and opinions. The lifestyle is

independent from subculture, social class and occupation, which means that when

people share those things that they still can have different lifestyles. According to

Kotler et al. (2017, 149) “Lifestyle is a person’s pattern of living as expressed in his or

her activities, interests and opinions”. It is also the way of living a person believes or

the person wants to live and interact with the world Kotler et al. (2017, 149). According

to Solomon (2013, 493) lifestyle can be divided into three dimensions which are

activities, interests and opinions which he calls AIOs psychographic analysis. Here,

people are analyzed by each dimension, which then creates a lifestyle profile.

Personality and Self-concept

Every individual has its own personality which effects his or her personal purchase

behavior. Kotler et al. (2017, 150) defines personality as “the unique psychological

characteristics that distinguish a person from a group”. Personality is shaped by

characteristics such as self-confidence, dominance, sociability, autonomy,

defensiveness, adaptability and aggressiveness. Personality controls how we see

ourselves and the environment around us. Furthermore, it also controls how other

people see us. Companies try to add personalities to their products or brands because

consumers are likely to purchase a product or brand that match up with their

personality. Personality of consumers tend to help them to identify themselves by

wearing a certain brand. In other words, brands with personality helps the self-

expression of the consumer. (Kotler et al. 2017, 150)

Self-concept means according to Kotler et al. (2017, 150) the image a person has of

him-or herself or the way to see oneself formed by attitudes and beliefs. Self-concept is

close related to personality. According to Pride and Ferrell (2011, 160) consumers buy

products that reflect and enhance their self-concept. Therefore, the purchase decision is

important for the development and care of a stable self-concept.

1.4. Thesis Structure

The following Figure shows the structure of this master´s thesis in order to give the

reader an overview.

Figure 2. Overview of the thesis structure

2. THEORETICAL BACKGROUND

2.1. Literature Review

The study of consumer behavior has long been studied but in the particular case of

smartwatches it is still quite recent. Different authors have given themselves the task to

research more about the latter topic.

On the one hand, the authors Jung, Kim, and Choi (2016, 899-905) carried out their

research in South Korea, where they have studied what attributes of smartwatches are

affecting the consumers´ choices. They argued that smartwatches have complex

properties because of its functions but they are also viewed as fashion accessories.

Smartwatches can have various display shapes like other fashion accessories, therefore

the authors decided to choose display size and shape as attributes for their research. In

the context of functionality, the authors decided to use standalone communication as a

smartwatch attribute. Furthermore, brand and price were included as attributes due to

their effect on consumers choice. The results showed that standalone communication

and display shape have the strongest effect on consumers smartwatch choice. However,

potential users find the functionality as more important aspect than the aesthetics, which

make them see a smartwatch more as a technological device rather than fashion

accessory. In the case of the screen shape, a curved square shape was the most preferred

one instead of a round shape. Furthermore, a large display size was preferred to a small

one. On the other hand, the attributes of brand and price showed to have less importance

and relevance. Nevertheless, the authors stated that the study did not include actual

users of smartwatches. Furthermore, the answers they received might have been

influenced by commercials. Other important product attributes which the researchers

did not include might have had an influence as well.

The findings of Jung, Kim and Choi (2016) were in the case of functionality and

aesthetics partially confirmed in the research of Hui-Wen Chuah, Rauschnabel, Krey,

Ramayah, Lade and Nguyen (2016, 276-284). The researchers studied the adoption

behavior for smartwatches of non-users. Additionally, the study investigated if

consumers see smartwatches as a fashion accessory, a technology or as both

(fashnology) and how it influences smartwatch adoption. The outcome of the research

confirmed with previous studies that perceived usefulness and visibility have a positive

effect on the adoption intention towards using smartwatches. Furthermore, persons that

see smartwatches as a technological accessory value them more with usefulness.

Whereas, respondents that see smartwatches as a fashion accessory classify visibility as

more valuable. Interestingly the researchers did not use any brand names when

describing smartwatches, for not influencing the answers by people’s brand loyalty and

attitude. However, the researchers suggested to include brand loyalty and attitude for

future research because people can be loyal to a brand no matter how the smartwatch

design or technical attributes are.

On the contrary, the findings done in Taiwan addressed by the authors Hsiao and Chen

(2017, 103-113) show the antecedents of the intention to buy a smartwatch. They

demonstrated that the design aesthetics have the highest impact when analyzing the

factors of attitude towards using a smartwatch. In addition, the study showed as well

that the attitude towards using smartwatches to have the highest influence on purchase

intention. Those results show that, on the one hand, the design of a smartwatch is the

main factor for usage and purchase intention. On the other hand, the two previous

studies of Jung, Kim and Choi (2016) and Hui-Wen Chuah, Rauschnabel, Krey,

Ramayah, Lade and Nguyen (2016) showed that the functionality as more of

importance. However, Hsiao and Chen also found that factors such as software,

hardware as well as features of smartwatches showed an effect on attitude. Furthermore,

the study included performance/quality, emotional and social values as well as the price

and value for money. The results showed that social values and performance/quality

value had little impact on purchase intention whereas emotional value and price value

had a strong impact. The authors suggested that all those attributes are benefiting the

product. For this reason, they came to conclusion that to increase the attitude of

smartphone users towards smartwatches the products must have a better interface,

useful features and a better infrastructure. Nevertheless, the study focused only on the

apple watch, wherefore the results could have been different with another brand. In

addition, internet users which were their respondents are not the only potential

customers.

Whereas the previous studies focused mostly on the aesthetics and functionality,

Pfeiffer et al. (2016) had a different perspective on the topic. They studied the usage

intention of wearable self-tracking devices in Germany. Like in the study of Hsiao and

Chen, this study also included social and emotional factors but additionally health

factors such as the aim like weight loss, that a person has in their mind before they start

using such a device. Their findings showed that there is a positive influence between

perceived usefulness, perceived enjoyment, social influence, trust, personal

innovativeness, perceived support of well-being and the willingness to use a self-

monitoring device. However, when they divided their findings by gender, both groups

perceived enjoyment, personal innovativeness and social influence were influential

factors to behavioral intentions to use such a device. In addition, practicality of the

wearable and technical features was more of importance for males. In comparison,

support for health and fitness as well as visual appearances was the importance for

females. Yet, those results might not be that representative for the entire population due

to the sampling location and small amount of answers they received. Again, people

answering the survey were all non-users of self-tracking devices.

The last study of Kumar (2017, 26-28) can be taken as a support of previous studies in

confirming the importance of functionality. Additionally, he also included the source of

information where people became aware of smartwatches. He studied the consumer

perception and purchase intention towards smartwatches. Here, the author asked about

the purchase intention, personal norm, social norm, attitude and price perception on

smartwatches. He found in his study that people are likely to have a smartwatch for

notification alert. Besides, he found that the internet was the main source the

respondents became aware of smartwatches. In fact, the responses showed that

smartwatches can be used very handily to complete personal and professional tasks.

Furthermore, they see the price as reasonable. This study only analyzed customers that

were conscious of smartwatches.

2.1.1. Social Influence

Social influence is according to Venkatesh et al. (2012, 159) “the extent to which

consumers perceive important others (e.g. close friends and family) believe they should

use a particular technology”. Pfeiffer et al. (2016, 11) suggested in their study that

social elements such as social peers, people´s opinions are influencing a person’s

decision to purchase a wearable. In conclusion, their study revealed that social influence

had a direct and positive effect on the use of a wearable device. Furthermore, when they

divided their findings by gender social influence was still important in both groups.

The study of Canhoto and Arp (2017, 42) on “exploring the factors that support

adoption and sustained use of health and fitness wearables” showed that some

interviewees started to use a wearable because of social expectations, which in this case

were employers and insurance companies offering financial incentives for the users.

Their findings were that social expectations and social influence such as peer pressure

were relevant for adoption but not for sustain use. Furthermore, all interviewees besides

one said that they would accept the financial offer from employers and insurance

companies. However, the sharing of their personal data was as a problem. (Canhoto and

Arp 2017, 47)

2.1.2. Personal Influence

According to Venkatesh et al. (2003, 464) personal characteristics such as age, gender

and psychological traits have influence on the consumer behavior in general and the use

of technology. Kotler et al. (2017, 147-150) on the other hand used in his theories

personal characteristics such as age and life-cycle stage, occupation, economic situation,

lifestyle, personality and self-concept. The age of a consumer is significant because

according to Yi et al. (2006, 358) young users welcome innovation in general, tend to

be more task oriented in comparison to older ones. Furthermore, they are more likely to

adopt new technology which help to complete tasks. In terms of gender men are more

accepting of new technology than women. (Venkatesh et al., 2003, 469) However, other

studies argue that the effect of gender and use of technology is unimportant and that

such differences are due to social roles and expectations (Sorensen, 1992, 10). A study

of Wu et al. (2016, 389) who studied the intention of using a smartwatch from the

consumer perspective, showed that users under the age of 34 years were having a strong

demand for smartwatches that show results attributes. According to the author, the

reason for that result was that they had a demand for other people’s identification and

by owning a smartwatch they thought that it would help them to be unique and achieve

attention. On the other hand, for people above 35 years old enjoyment of a smartwatch

was important, due to the reason of their occupation. In addition, the higher income

makes more enjoyable devices affordable. The differences on gender had in this study

no effect. (Wu et al. 2016, 389) When talking about the personal influence of lifestyle,

Pfeiffer et al. (2016, 6-7) talked about it by using factors such as health, well-being and

fitness in their study. Their results showed that only one of the three mentioned factors

were relevant for the intention to use a wearable. The authors argued that people see

wearables more as a toy rather than a serious health or fitness device. However, their

study showed that women appreciate the health and fitness support of such a device.

Pfeiffer et al. (2016, 11-12)

The current study contributes to the already existing studies in the way that it provides a

new perspective on the topic by comparing the answers of two groups. The first group

are people that already own a smartwatch whereas the other group does not. In addition,

by doing a qualitative study the interviews can reveal new and in more depth

information on what the influence on the buying behavior of smartwatches are. When

looking at the previous studies, only one out of those five studies were conducted in

Germany, whereas the others were in Asia. By doing the research in Germany this study

will in that case also provide an additional view point from Germany.

2.2. Theoretical Framework in this Study

The framework of this study is based on the consumer characteristics that are social and

personal influences which were described in the chapters before. The social influence

includes all the discussed sub-factors such as family, reference groups and role and

status. The personal influences include the discussed sub-factors as well such as age and

life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept.

To answer the research question “How does the consumer buying behavior differ for

wearables from people in Germany that are aware about wearables and from people that

are unaware?”, people that are aware and unaware had to be added to the framework to

find out the differences.

The following model shows framework on which this study is established on. The first

part of the figure shows the two chosen influences on consumer buying behavior. The

middle part shows the chosen groups of people which are the focus of this study.

Figure 3. Synthesis of the theory

3. METHODOLOGY

This chapter describes the research method of this master’s thesis. In what way the

study has been conducted and analyzed as well as the motives for the choices. The

following points are listing the structure of this methodology. The first point describes

the research nature of the study. The second point shows the choice of research

approach. Third point describes the research strategy. Then it continues to the method of

data collection, where it describes what kind of interview was used and the

argumentation for each question. The fourth point shows how the choice of the target

group was conducted. The fifth point describes the data analysis and the last point

explains the validity and reliability of the study

3.1. Methodological Approach

3.1.1. Research Nature

The nature of this study is an exploratory research. The purpose is to find out the buying

behavioral differences between smartwatch owners and non-owners when it comes to

purchase a smartwatch.

Exploratory research means to explore the research question and does not aim to

suggest final and conclusive answers to current problems. This type of method is

usually used to study a problem that has not been clearly defined yet. According to Earl

Babbie (2010, 95) there are three main purposes why exploratory studies are used for.

First, to fulfill the researchers interest for a better understanding. Second to exam the

possibility of undertaking a wider study and third to establish the approaches to be

working in any following study.

3.1.2. Research Approach

The aim of this study is to research what the consumer behavioral differences between

smartwatch owners and non-owners are when buying a smartwatch. Therefore, the

chosen method to collect data was done via a qualitatively by interviewing German

users of smartwatches and non-users. According to Creswell (2014, 3) research

approaches are a setup of procedures for research from wide assumptions to detailed

methods to gather data, analyze and interpret. There are two main research approaches,

on the one hand, qualitative research which Creswell (2014, 4) defines as a method to

find out and understand what individuals or groups say about a social or human issue.

Furthermore, by analyzing qualitative data the researcher can produce an overall

understanding or show a new perspective on the topic (Bryman, 2012, 35).

Nevertheless, a qualitative research approach carries disadvantages with it, for example

it does present a subjective view and it is difficult to reproduce which may consequently

increases the doubts concerning reliability and validity. Also, this kind of data is

difficult to generalize and there might be a deficiency of transparency (Bryman, 2012,

36).

On the other hand, quantitative research approach examines the connection between

variables. According to Saunders et al. (2009, 482), quantitative data can be used for

exploring, presenting, describing and examining relationships between different items.

This type of approach has the advantage that it can be measured, because of the created

data that can be recreated by other researchers. Another advantage is that it is easier to

generalize this kind of data. Still, quantitative research approach has disadvantages as

well, one of them is that it is required to collect the data as precise and accurate as

possible. Another disadvantage is that in some cases the connection of the results to

everyday life and that the data presents only a statistical view on relationships (Bryman,

2012, 36).

The following table shows some of the main differences between those two approaches.

Table 1. Qualitative Approach vs Quantitative Approach

Qualitative research Quantitative research

- Open-ended, dynamic, flexible.

- Depth of understanding.

- Taps consumer creativity.

- Database – broader and deeper.

- Penetrates rationalized or

superficial responses.

- Richer source of ideas for

marketing and creative teams.

- Statistical numerical measurement.

- Sub-group sampling or

comparisons.

- Survey can be repeated in the

future and results compared.

- Taps individual responses.

- Less dependent on research

executive skills or orientation.

(Methodology of Qualitative research for consumers organizations Handbook)

Table 1 shows the key differences between qualitative and quantitative approaches. The

shown differences in the table makes this thesis a qualitative research. This is because

the characteristics match the research purpose as well as the aim.

3.1.3. Research Strategy

As written above, the objective of qualitative research is to find out and understand

what individuals or groups say about a social or human issue. The different research

strategies that exist are: experiment, survey, case study, action research, grounded

theory, ethnography and archival research (Saunders et al. 2009, 141). For the aim of

this master thesis the research strategy I chose is the grounded theory strategy.

The grounded theory strategy is a helpful method to predict and explain behavior.

Furthermore, it can be used to explore an extensive range of business and management

problems (Saunders et al. 2009, 148).

3.2. Data Collection

In this part of the thesis the methods that have been used to collect the data are

described. First the method to collect the data are then the target group, interview guide

is presented.

When conducting a qualitative research there are different methods to collect data such

as interviews ethnographic studies and focus groups. In this study interviews were

chosen to conduct the data collection. The reason for this method is that interviews

allow open ended questions to a small sample and individuals can present their

experiences or opinions of the research subject. The structure of interviews can be

different. On the one hand, in quantitative research interviews are very structured to

achieve a high validity and reliability (Bryman, 2008, 388). In addition, they are also

used to deliver generalizable data (Pole and Lampard, 2002, 126). On the other hand, in

qualitative research interviews have the habit of being more flexible. Interviews that are

unstructured or semi-structured usually have the focus on the opinions and experiences

of the interviewees. In addition, it has the goal to get in-depth data, (Bryman 2008,

388). Pole and Lampard (2002, 126) described qualitative interviews to have the

characteristics of conversations while dealing in-depth with each case. However, due to

the small sample size of six persons to interview this thesis has less focus on comparing

each case. Therefore, the questions can be open rather than standardized. The

appropriate method for this thesis appeared to be semi-structured interviews because the

usage of an interview guide provided structure which made it easier to stay on track

during the interviews. Also, the structure provided the coverage of important theoretical

issues while having the conversation and it helped to use categories for the analysis.

Whereas, the fact that the interview was not completely structured gave the interviewee

the options to express his or her personal point of views and experiences of their

purchase behavior on smartwatches. Every method has its limitations. This method is

according to Pole and Lampard (2002, 127) a social construct and consequently

constrained by each interview situation. Furthermore, the character of an interview can

be artificial and consequently not be expected to “uncover the truth or the essence of

individual belief, experience or opinion” (Pole and Lampard, 2002, 127).

The following table shows an overview of when the interviews were taken and how

long they took. Furthermore, it shows the names and if the person owns a smartwatch or

does not own one. Their age and occupation are also presented.

Table 2. Overview of the collected data

Interviewee Date Duration Occupation Age

Michael

(smartwatch owner)

12.11.2018 24min Electric

Engineer

34

Benjamin

(smartwatch owner)

17.11.2018 17min Retail

Supervisor

37

Annette

(smartwatch owner)

16.11.2018 20min PHD Student 26

Julia (without

smartwatch)

17.11.2018 19min Assistant

Editor

27

Eric (without

smartwatch)

12.11.2018 22min Dentist

Trainee

39

Sophia (without

smartwatch)

14.11.2018 20min Real Estate

Business

31

3.3. Target Group

The target group of this master thesis are men and women in Germany that on the one

hand, already own a smartwatch and on the other hand are persons that do not own a

smartwatch. To find individuals to participate in the study I knew a few who were using

such a device. Furthermore, the researcher has asked friends who then helped him to

find more people that own a smartwatch and people that do not own such a device and

who were willing to participate in the study. At the end there were six participants to

conduct an interview with. Three of them, which means two men and one woman as

smartwatch owners and the other three without smartwatch were two women and one

man.

3.4. The Interview Guide

For the purpose of this study individual interviews were conducted. Three of

interviewees who have a smartwatch and the other three interviewees who do not have

such a device. Some of interviewees were approached through the authors personal,

others through a wider, connection of the authors network. The motive to use individual

interviews is according to Bryman & Bell, (2011, 465) that they are considered the most

suitable when looking for answers to the research questions in qualitative and

exploratory studies. Furthermore, individual interviews provide a more in-depth

discussion without other persons having influence on the interviewee. As a result, the

interviewee can express his or her thoughts independent and freely. In addition, they can

raise any difficulties which the interviewer could use to collect new or surprising

information. In comparison, focus group interviews for the interviewer has a higher risk

to lose control of the discussion. Whereas, individual interviews allow the interview to

be managed to find more precise and honest answers.

The interview questions were developed based on the structure of the theoretical

framework. First some general questions about smartwatches were developed. The main

questions were constructed based on the previous literature about social and personal

influence on consumer behavior, which were used as categories for the interview. The

final questions were based on answering the research question. The final interview

guide can be found in the appendix 4. During the interviews the interview guide was

most of the time followed. However, there were few instances where the order had to be

changed due to the conversation and the answers the interviewees were giving. For

example, in some interviews the interviewee brought up topics themselves which were

planned to ask them in a later stage of the interview. The interview guide was more used

as a tool of support and to make sure that every topic of the research was covered.

After the interview guide was developed, it had to be tested first to make sure that all

questions were understandable as well as the method of analyzing the interviews. The

results of the tests were that questions had to be changed to make them clearer and to

have more open questions. Also, background questions such as age, occupation and

average income level were included. After finishing with the tests, the interview was

used as such and analyzed according to the research question.

3.5. Analysis

The next step after the interviews were conducted was to transcribe them for the

following analysis. The right method for this analysis seems to be the thematic analysis.

This method and how it was applied will be described in the following chapter

3.5.1. Thematic Analysis

Thematic analysis was used as a method to analyze the transcribed interviews because

of its flexibility for letting themes to be analyzed in qualitative data. This type of

analysis is used to analyze transcribed conversations, documents, recordings and other

documents in written form. Thematic analysis can be used with almost any qualitative

method. (Braun & Clarke, 2006, 5) In thematic analysis categories or themes are being

created when reading, making notes and coding. Thematic analysis has two levels when

analyzing patterns. The first level is the manifest level which means that it is directly

noticeable in the information. The second one is the latent level which is underlying in

the phenomenon. This study used the manifest level as well as the latent level to

identify themes from the interviews. The thematic analysis of this study used the

guidelines of Braun and Clarke (2006). Their guideline provides steps to identify

themes and to interpret them. The following steps shows the process which the

researcher went through.

In the first step, when the interviews were done the researcher transcribed the

recordings. Then he has read through the interviews a few times to become familiar

with the data. Furthermore, during the reading meaning and patterns were identified and

written on the transcript as a note next to each highlighted sentence.

The second step involved the production of initial codes from the data. According to

Boyatzis (1998, 63) codes identify a feature from the data which looks interesting to the

analyst and state the most basic element from the raw data which can be judged in a

meaningful way. The researcher created a list (see appendix 1) from the codes that were

identified in the texts. Those codes were then collected into groups according to their

familiarity to each other. This process was done for each transcript.

In the third step the researcher sorted the different collected codes into themes which he

identified before. Here, he used a table and sorted the codes to their related themes. At

this point already, subthemes were created. The researcher considered the relationship

between codes, themes and subthemes. (see appendix 2)

At the fourth step the themes and subthemes were reevaluated in the same table (see

appendix 2) Themes that did not provide enough codes were eradicated or renamed to a

theme that supports other codes as well. In the next step the researcher created two

tables (see appendix 3) one for the smartwatch owners and the other one for the non-

owners, with the themes and subthemes and copied from the transcript all related quotes

next to the themes. Here each interviewee with their quotes got a column and the themes

had their own column. During that phase the researcher could reevaluate the themes and

quotes easier and see if they make sense. He then had to re-work some themes and

subthemes again.

The fifth step was to write the analysis. For this the table (see appendix 3) was used as a

guideline. In the analysis first, the smartwatch owners were summarized then the non-

owners and at the end a summary with a comparison of both groups. This procedure

was followed for each theme and subtheme.

4. DATA ANALYSIS

This part of the thesis presents the findings from the conducted interviews. The aim is to

explore the data according to the research question. First an overview of the themes

with its subthemes will be presented in Table 3. This overview will be the structure of

the analysis. Before a brief presentation of the interviewees will be presented. Also,

before the analysis the definition of a smartwatch each person gave in the interview will

be presented and discussed. After the analysis the main factors each interviewee gave

which influenced their purchase will be presented as well.

Table 3. Overview of themes and subthemes

Themes Subthemes

4.3 Social Influence 4.3.1 Reference Group

4.3.2 Role and Status

4.4. Personal Influence 4.4.1 Lifestyle

4.4.2 Personality

4.4.3 Economic Situation

4.4.4 Age life cycle stage

4.4.5 Occupation

4.5 Product attributes 4.5.1 Usefulness

4.5.2 Condition

4.1. Interviewee Presentation

This part presents a few characteristics of each interviewee to understand the

backgrounds of the persons. The information presented here was gathered during the

interview.

Michael is a 34-year-old man and a smartwatch owner. He works as an electronic

engineer for about one year and his yearly income is between forty to fifty thousand

euros. He has a five-year-old daughter but is not married. He bought his smartwatch

second-hand while he was a student for 120€ from eBay.

Benjamin is a 37-year-old man and a smartwatch owner. He is running a retail store in

Germany as a supervisor. He is also married but has no children. His average yearly

income is more than eighty thousand euros. The price for his smartwatch was between

500 and 600 euros.

Annette is a 26-year-old woman who is a smartwatch owner. At the moment she is a

PhD student and is single without any kids. Her average income is between ten to

twenty thousand euros. She bought her smartwatch for 100 euros.

Julia is a 27-year-old woman without smartwatch. She is a student and works part time

as an assistant editor at a TV station. She is single and does not have any kids. Her

average yearly income is between ten to twenty thousand euros. She would pay up to

300 euros for a smartwatch.

Eric is a 39-year-old man without a smartwatch. This person is a dentist trainee. He

does not have any kids nor is he married. His yearly household income is between ten to

twenty thousand euros. For a smartwatch he would pay up to 100 euros.

Sophia is a 31-year-old woman without a smartwatch. She is runs her own business in

the real estate industry. The person is single and does not have any kids. Her yearly

household income is between fifty to sixty thousand euros. For a smartwatch she would

pay up to 150 euros.

4.2. Defining a Smartwatch

During the Interviews the interviewees had been asked to describe what a smartwatch

for them is to see their understanding of such devices. The following quotes were their

answers:

For me a smartwatch is some kind of smartphone only in a smaller format

from which you can not only see the time but also have functions such as

to see phone calls, read text messages, view calendar or the weather as

well as my own activities such as heart frequency and counted steps

[Michael, 34, smartwatch owner]

For me it is an appliance to check my physical activity. It is an everyday

carry item, that attend me wherever I go.

[Benjamin, 37, smartwatch owner]

For me a smartwatch is a really useful tool to have many functionalities at

hand. I would define it as a wearable computer.

[Annette, 26, smartwatch owner]

A smart watch is a multifunctional gadget that combines the functions of a

smartphone with that of a regular watch.

[Julia, 27, without smartwatch]

Useful, technologically sustainable, next generation technology, hard for

elderly to use, delicate, software and technology dependent. Too delicate

[Eric, 37, without smartwatch]

For me a smartwatch is a small device that can make your life a little bit

easier, I mean you can receive message, phone calls even e-mail just in

going into your watch without going to your big phone, something that is

quite innovative

[Sophia, 31, without smartwatch]

We can see that in most definitions the technological aspects were the main focus.

However, interviewee B viewed it more as a personal and health related device. We can

also see that the interviewees used comparisons to other devices to describe the

smartwatch for example “a smartwatch is some kind of smartphone”, or “I would define

it as a wearable computer”.

4.3. Social Influence

4.3.1. Reference Group

The influence of reference groups such as family and friends can be seen by the

participants of the study. All the participants with a smartwatch had some kind of

influence from a friend or family member or both before they bought a smartwatch. As

we can see in the following quotes the friends of the participants had an impact on the

persons buying behavior. We can see in the following that Michael did the first move to

inform himself from his friend. It seems that he already had interest in buying such a

device. The impact of that friend’s recommendation on Michael buying behavior came

out later during the interview.

I have informed myself first from a friend who used his smartwatch for

triathlon. He showed and explained to me the functions of the watch. I

then asked him which watch he would recommend me. […] He

recommended me to search for a second-hand watch on eBay because

there are many good ones for a much cheaper price


The following quotes from Benjamin show the impact of his friend on him. For

Benjamin it seems important that his friend improved his health and life as well as that

they share similar hobbies. He trusted his friend’s advice due to his experience on using

the smartwatch and similar hobbies.

I have friends who use a smartwatch… They think that the watch helped

them to motivate them to train harder and better. One of my friends

recommended me one watch especially for traveling which I like to do

I saw my friend how he changed his life. He was more active, he got into

better condition, and was happier with his life. In connection with that he

started to pay attention to what he is eating. The opinion of my friend was

important to me because he is a good friend of mine and he has similar

hobbies like me. So, I preferred his opinion because of his experiences


When it comes to the influence from the family the interviews showed that trust,

knowledge and experience were the main reason to prefer considering the family

member than the friend in the cases of Michael and Annette. In the case of Benjamin, he

did not mention any family member.

In my family my uncle has a smartwatch as well. When he came for a visit,

I noticed that he has a smartwatch and told him that I am looking for a

smartwatch for running to prepare myself for the half-marathon. He then

showed me his watch and the functions of it and told me that he is very

satisfied

I considered my uncles opinion because I trusted him more and he used

the watch already for quite a long time and he was very happy with it. I

would also say that he spent more time showing me the functions and the

watch in general. The watch I have now is actually the same my uncle has.


many friends and my sister had a smartwatch long before me. I asked my

sister and she told me that a good smartwatch has to have a good battery

performance to work continuously

Actually, I’ve asked the opinion of my sister because she is really

passionate about smartwatches and modern technologies, so I thought she

could suggest me which kind of smartwatch I could buy and about what I

had to focus to make my choice


The non-smartwatch owners would also consider their family members and friends

opinions if they would buy a smartwatch. The main reasons here were also trust due to

the persons experience and knowledge. Sophia would consider her family over her

friend due to sharing the same interest and preferences. She would also trust her family

over her friends. However, she would consider her friends opinions as well but more to

compare.

Yes, my sister had a smartwatch but barely used it. I specifically asked for

her opinion because she has experience and could let me try the watch


I would consider the opinion of my friend. He knows smartwatches quite

well, so he can give me recommendations”

First hand users experience, and knowledge is more preferable for me. So,

my friends would be the most trusting sources for information


I would consider my family because they are closer to me and I have more

trust to them, and also because we are closer in interests and preferences.

Secondly, I would consider my friends because they are more variable in

tastes, I mean they have different opinions and tastes than me, so it would

be nice to consider those range answers and compare them with what my

family recommend to me


Both, the smartwatch owners and non-owners shared the same or similar arguments

when considering family members or friends. We can see that the persons experience

and knowledge about the product made the respondents trust their friend or family

member. However, Sophia trusted her family more because they are closer to her. In the

case of Benjamin, he trusted his friend because he has the same hobbies. As a

conclusion in the case of this chapter, there were no differences in buying behavior from

smartwatch owners and non-owners. However, only small individual differences can be

seen.

4.3.2. Role and Status

The influence of someone’s change of role can be seen in the following answers of the

three respondents. Michael for example was influenced by his daughter. Since he is a

father now he tries to take more care of himself. Benjamin who is married thinks similar

in concern to his wife. He also thinks about the future and wants to stay fit. Eric on the

other hand, is seeing his role in societal status if he would own a smartwatch.

Since I have my daughter I started to take more care of myself to stay

healthy. So, I think she was somehow a reason as well


I think I want for me and for my partner a better and healthier life. When

you don´t get very sick, you don´t need your partner to take care of you


So that would be one case of societal status or societal compliance. So

that would be a reason I would invest or buy a good average or an

expensive watch smartwatch


4.4. Personal Influence

4.4.1. Lifestyle

The lifestyle of the respondents who own a smartwatch was in all three cases their

hobbies, sports and fitness as seen in the statements below. Michael for example had a

goal in mind to run a half-marathon under a specific time. Furthermore, he wanted to

use the device to track his running sessions and check his improvements. Annette

considered her jogging as well while listening to music.

The main reason for me to buy a that watch was to record my running

sessions from my training, so I can see if I have improved myself from

each training sessions with the purpose to prepare myself for the half

marathon with the targeted time I had set to reach which was under 1

hour and a half

I considered my hobbies and activities, I started to go jogging more and I

have participated in some marathons before as well. I considered it

because I wanted to keep track on my jogging and the watch would be a

helpful tool to do so. It is also a playful tool for me


My wife and I like to travel and go hiking and I use the watch for diving as

well


I used to listen to the music when I’m doing sport and my smartwatch that

can connect via Bluetooth to my headphones and this allows me to

practice sport without carrying my phone


In the following comments Benjamin is mentioning his health as a factor as well as his

interest in his pulse while working, doing sports and sleeping. In addition, he wants to

lose weight and sees the smartwatch as a motivation for doing sports.

I think I want for me and for my partner a better and healthier life. When

you don´t get very sick, you don´t need your partner to take care of you

My curiosity was in what good or bad condition I am

If you check your information on the smartwatch, and you see for example

there is something wrong with you pulse, then you can go to the doctor

before something bad happens

How my pulse is changing, when I´m at Work or at sports and how good

or bad is my sleep. Another reason was to motivate me to do sports and to

lose weight


The non-smartwatch owners are would consider health and fitness reasons as well.

However, Julia and Eric would have considered also being up to date concerning

technology.

I would buy a smartwatch solely for fitness reasons for example for

distance tracking and so on

[…] physical exercise is one factor that would affect my decision to buy a

smartwatch

To be up to date concerning our newest technology


I would buy a smartwatch just to keep up with the trend, especially for

health-related purposes

Just to keep up with trend and with society

If it is in line with some of my hobbies if it aids in maintaining my hobby

or health related activities, of course that would be really useful


I would consider my hobbies. For example, I like to run, and I know that

they measure heart rates, steps you make and so on. It would be nice to

have that data and progress or make your running better


The answers from both groups show again that everyone had some health and fitness

reasons or hobbies for purchasing a smartwatch. However, Julia and Eric as non-owners

of a smartwatch mentioned to be trendy or up to date concerning having a smartwatch.

Another difference are the detailed answers from the smartwatch owners compared to

the non-owners.

4.4.2. Personality

The personal characteristics from the smartwatch owners had influenced them in some

way as seen in their answers listed below. Michael for example is goal oriented and has

ambition to reach such goals.

The watch also shows me how many steps I should do per day and I try to

reach that goal each day

I am a target-oriented person and the smartwatch helps me to reach such

targets at least in my hobbies. My personal characteristics would be my

ambition to reach my targets and goals


For Benjamin his curiosity of his health condition influenced him to purchase a

smartwatch.

My curiosity was in what good or bad condition am I

I was interested how my body would react to different activities


For Annette her influence was her multitasking and that she is an organized person.

I do consider myself a person capable of doing more than one thing at the

same time, then my smartwatch is as multitasking as me.

I’ve considered to buy a smartwatch to have the possibility to better

organize my daily routine


For Julia design seemed important to her if she would buy a smartwatch

The smartwatch could reflect my personality through the apps that are

available and through its design


For Eric fashion and trend would be important because he has to wear the watch. I

conclude that this would influence his buying behavior

I would consider in trend, fashionable one, because I think that those

characteristics represents me when it comes to technology and fashion,

also because I have to wear the watch


Sophia expressed herself more as a simple person and would prefer a more simple

smartwatch

Maybe in the simplicity, they just look like a mundane watch. The minimal

the better


As expected in this subtheme every person had his and her own influence due to

individual characteristics. It was interesting to see their own preferences and not even

one person´s personality matched another one when buying a smartwatch. However, a

difference can be found here which is that the smartwatch owners expressed their

personality towards the smartwatch with characteristics that represents the usefulness of

the smartwatch. Whereas the non-owners expressed characteristics that represents the

optics of a smartwatch.

4.4.3. Economic Situation

The economic situation of the smartwatch owners had effect on their decision to

purchase the watch they have. However, not everyone considered it as seen in Annette’s

case. For Benjamin due to his job and good income he did not care much about how

much he is going to pay for a smartwatch. As we can see in Michaels statements that he

bought his smartwatch, when he was a student and did not have much money to spend.

That is why he followed his friend’s recommendation to search for a used device on

eBay, as mentioned at the beginning. The specific smartwatch he wanted was too

expensive, so he found it used on eBay.

Once in while I was checking on eBay for the same watch my uncle had. I

waited for a cheap offer on eBay and bought it when I found the perfect

offer

I wanted to have a good watch that would be cheap as possible. That is

why I have looked for a second-hand watch on eBay. I looked for a cheap

watch at this time because I did not have much money to invest in such a

watch

I considered my income at that time, that’s why I looked for a cheap

watch. I was a student and did not have a lot of money

If I would have had more money, I think I would have bought a watch of a

more expensive price class from the same brand or maybe from another

brand, which would look more elegant


Since I earn well at my job I did not care so much about the price, I

wanted to have a watch with good quality and functions


I did not consider my income otherwise I would have bought a cheap one,

if my income would have been higher this would have not made any

difference because I thought that it was a good investment for my daily life


For the respondents without smartwatch the economic situation seems to matter for

Julia and Eric. Both would buy a smartwatch based on their income. For Sophia that

was not the case she would prefer a cheaper smartwatch even while her income is

higher compared to Julia and Eric. She also thought that the products are still new and

could still changing on the market.

Based on my income, I would rather buy one in the average price range,

so that its hardware is rather high-quality yet not too expensive.


Well of course if my income would be higher I would buy a better watch,

expensive one. You cannot replace quality, if the quality is good it doesn’t

matter, it is more like an investment

First, I would like to buy a cheap one. To use it, understand it and then

upgrade it


My income is quite good which doesn’t mean that I would choose a better

smartwatch. I think I would choose the cheaper smartwatch, as I told you

before they are quite new one in the market and they are constantly

changing.


In comparison between both groups of smartwatch owners and non-owners we can say

that there are no differences to be found. Both had respondents where their economic

situation was considered and where it was not. If we consider each person’s income

which they were asked about in the interviews as well and presented in the introduction

part of the participants, we can see that higher income does not necessary correlate with

their buying behavior. For example, in Sophia´s case, she would prefer a cheap watch

even if her income was higher than most of the other respondents. Benjamin for

example did not take care much about the price due to his income, which was the

highest in the both groups. In the case of Michael when he bought the watch he was a

student and did not earn much, but he did not want to buy the cheapest device. Annette

would buy the same watch even if her income would be higher. Eric was the only one

who would buy a better watch if his income would be higher.

4.4.4. Age and Life Cycle Stage

When it comes to the influence of someone’s age or the stage they are in life, the

respondents from the smartwatch owners see it as a factor. Benjamin and Annette would

have even preferred to purchase the device at a younger age. Annette argued that the

smartwatch would have been also beneficial during her studies at university. For

Benjamin it would have been beneficial to learn more about his body at a younger age.

The influence of Benjamin´s age and stage of life is to learn more about himself and his

health to stay healthy also for his wife. Michael on the other hand, was happy with the

decision to buy the watch at the age he was in that time. He did not see any use of a

smartwatch when he was younger due to his hobbies. In addition, his daughter made

him take more care of himself.

Since I have my daughter I started to take more care of myself to stay

healthy. So, I think she was somehow a reason as well

I wouldn’t have bought the smartwatch at a younger age because I was

not running that much or that intensive as I do now. I also wasn’t running

marathons so there was no need to prepare for it as well


Younger because I think it is better when you learn how your body is

working. So, you can´t get any problems when you are older. When you

are old it is difficult to change bad habits


Probably I would have considered to buy a smartwatch when I was

younger because for example, a smartwatch would have been helpful

during my studies at university as well as it’s useful now with my work


When it comes to the respondents without a smartwatch, Julia and Eric would prefer to

buy a smartwatch at a younger age. Julia argued that she had more time to do sports and

the smartwatch would have been more useful then. Eric was more tech-savvy when he

was younger. Sophia on the other hand, does not see age as a factor since there are

people of all ages wearing such devices. In the case of stage of age Eric would consider

a buying smartwatch if he would have kids since the device could make some tasks

easier.

I would rather buy one being young, because then I had more time for

doing sports and that would have been useful


Yes, I would. I would prefer when younger because I would be more tech-

savvy. Now I don’t care so much about it

I think that a smartwatch would be really handy and helpful if you have

kids because of all the obligations so in that case I would consider to buy

a smartwatch


I believe that it does not matter the age because smartwatch are universal

in ages. I have seen both old and young people wearing them. But I think

they are more targeted for young people


Most of the respondents from both groups agree that age matters and that they would

buy a smartwatch at a younger age. Only Michael found it better to have the watch at

the age he is right now because he did not do the same sports when he was younger. For

Sophia age does not matter. When it comes to life cycle stage Benjamin due to his

marriage is trying to be healthier by using the smartwatch. Same counts for Michael

because of his daughter. Eric would consider a smartwatch if he would have kids. Real

differences between smartwatch owners and non-owners when it comes to age and life

cycle stage were not found.

4.4.5. Occupation

When it comes to the occupation of the smartwatch owners only for Annette it was a

factor she considered. For her it was even the main reason to buy the device. For

Michael and Benjamin both did not consider their workplace in their purchase of the

smartwatch. However, both are using their devices at work and find it useful as well.

Yes, I put the watch on in the morning and I put it off in the evening, so I

also use it at work. At work I am sitting much, and I use the watch to see

how many steps I do every day, to see how much a move in a day

I did not consider the work as a reason to buy a smartwatch. But I am

using it there as well to count my steps


Yes, I use the watch at work, to check how active I am. The watch can

remind you to be more active. As a supervisor in a supermarket I have to

walk a lot, so at the end of the day I can check from my watch how many

kilometers I walked in a day. I did not consider my job when I bought the

watch.


I bought my first smartwatch when I’ve started to work because I found its

functions useful because they help me to organize my activities in an easy

way

Sure, I use it especially during my work because it helps me to schedule

my day. I would say I considered my workplace as the main reason when I

bought it […] my smartwatch helps me to report my work-progress daily

and check my emails


Julia and Eric would not consider their job as a reason to buy a smartwatch as well.

Julia would prefer a smartphone over a smartwatch and Eric argues that in his job it

would not be beneficial, and it would be more a distraction. Sophia would consider her

job because the watch would make things easier.

A smartwatch has similar functions as a smartphone. Therefore, it surely

benefits the user in their professional life. Some people might enjoy the

fact that a smartwatch is handier than a smartphone and one can always

look at it easier. However, I personally prefer a smartphone


I think it would be more of a distraction. Because I am still a trainee, so

my work is unrelated to time, its more about my own skillset and the

smartwatch wouldn’t help in any way towards that

Well the smartwatch wouldn’t help me in my career and such and my

priority is my career at the moment. So that wouldn’t make any sense


I think yes it would be beneficial. If it gets my professional life easier, why

I would not get one?


We can conclude that there are more similarities between both groups. Almost everyone

did not and would not consider their occupation to be influential when purchasing a

smartwatch. However, for Annette and Sophia it was the other way around. For Annette

her occupation was the main reason to purchase a smartwatch and for Sophia it would

be an influence.

4.5. Product Attributes

4.5.1. Usefulness

The usefulness of the smartwatch for the smartwatch users was an influential factor. All

three respondents explained their use of the functions from the smartwatch. For Michael

the functions were useful such as tracking his pace time for his half-marathon

preparation or for the daily step counting when he is at work. For Benjamin the

functions were important that the watch can show him his pulse. Furthermore, he finds

it useful that the watch can display his distance of walking and height meter. Annette

finds it useful for her work to stay organized and for her private use as well as it shows

phone calls.

I am only looking for a simple watch for running, which tracks my running

sessions, and which shows me my pace-time while running a half-

marathon

The watch also shows me how many steps I should do per day and I try to

reach that goal each day It is also a playful tool for me


If you check your information on the smartwatch, and you see for example

there is something wrong with your pulse, then you can go to the doctor

before something bad happens

Thanks to my smartwatch I could see the distance we walked as well as the

height meter. Also, afterwards the watch could display me the data of my

trips


I bought my smartwatch when I’ve started to work because I found its

functions useful because they help me to organize my activities in an easy

way […] my smartwatch helps me to report my work-progress daily and

check my emails

[…] my smartwatch is connected with my phone and I find it really useful

when I receive a call, but my phone is on silent mode. In that case my

smartwatch vibrates when I receive a call-in order to allow me to answer

in time.

I’ve looked for a smartwatch that was completely compatible with my

computer and my phone to transfer and share documents, pictures or

other files


For the respondents without smartwatch the usefulness of the device would be an

influence as well. For Julia the watch would be useful for distance tracking and it is

easier to carry. Eric would see the usefulness in the GPS coordination and health related

functions. Sophia sees the usefulness in a smartwatch to make her life easier.

Furthermore, she found it important for her running to get data about it.

I would buy a smartwatch solely for fitness reasons for example for

distance tracking and so on, as it is easier to carry during exercise in

comparison to a smartphone


[…] also, for GPS coordination etc. and other functions like health-

related apps and other ones can be used, things like that. Health related

stuff particularly for that


For me a smartwatch is a small device that can make your life a little bit

easier, I mean you can receive message, phone calls even e-mail just in

going into your watch without going to your big phone, something that is

quite innovative

I would buy one if I would know that they are really worth to have one,

with this I mean that I can get information, or data, faster and easier

Yes, I would consider my hobbies. For example, I like to run, and I know

that they measure heart rates, steps you make and so on. […] It would be

nice to have that data and progress or make your running better


When it comes to usefulness all participants see the functions of the watch important in

their own way. In other words, each individual has its own preferred usage for the

functions of the smartwatch.

4.5.2. Condition

During the interviews only three respondents mentioned something about the condition

of the watch. Michael mentioned the bought a used smartwatch and he mentioned the

material of it as well as that it is easy to break. For Eric it seemed important as well. He

also mentioned that he would consider the durability and he finds smartwatches

delicate. Sophia as well has the same view of having a smartwatch that would be

resistant and not easy to break. She also mentioned the material and color. We can see

that the three respondents here find the material important.

He recommended me to search for a second-hand watch on eBay because

there are many good ones for a much cheaper price

The one I have right now, most of it is plastic which is not that robust, but

the good thing is that I do not feel it much when I wear it”


Basically, I would more consider about the durability and technological

advancement of that particular smartwatch.

I don’t like delicate stuff and technologically if that is well advanced that

is what I am looking for


The color, the price, the material and the resistance because I wouldn’t

buy a watch if it would brake


4.6. Main Factors According to the Interviewees

At the end of the interviews the interviewees were asked what their main factor was

from the answers they gave. The following quotes were their answers:

I think that for me the main factor was my target of running the half

marathon under 1 hour and 30 minutes. Second my Uncle and friend.

Third the price of the smartwatch. Fourth I would say the functions of the

watch. Then my daughter and last my work.


For me the most important reason to buy the smartwatch was to check my

body information’s such as how my condition is changing and how my

sleep is. Also, my friend was a big factor and then I would say my hobbies

such as traveling and diving.


The main factor is the use of my smartwatch at work, afterwards the good

compromise between quality and price. Then my sister’s advice and finally

that I use it also for habits not related to my job.


The main factor is the smartwatch’s handiness concerning physical

exercise. The second would be the design, which is not very important to

me but would be a nice option. My sister’s opinion would be the last

because she barely used it


I think that usefulness is the most important then technological

advancement. My friends were important also. Then that it is sturdy and

that it is easy to use


I would say price first. Second the applications and functionality and third

the influence of my family


Every respondent had a social influence in their answer. However, none of them saw it

as the main influence. Lifestyle was mentioned by Michael, Benjamin, Annette and

Julia. For Michael, Benjamin and Julia it was even the main factor. The price was for

Sophia the main influence. Michael and Julia mentioned price as well. The functions of

the smartwatch were most important for Eric and work was the main influence for

Annette. Other factors such as the material, design and quality were also mentioned.

4.7. Summary of the Research Results

At the beginning of the research the interviewees were asked to describe in their own

words what a smartwatch in their view is. The results to that question showed that all

respondents defined it as a technological device. Each interviewee mentioned some

technological functions in their definition. Some of the respondents related sports to the

device others related its usefulness.

The Social influence showed that all respondents were influenced by a friend or family

member. The main reasons were trust in the person, the experience and the knowledge

the person had about the product. Four out of six respondents said that they would

consider their families opinion over their friend’s opinion. Whereas the other two did

not mention any family member that has a watch. The role and status of a person played

only a role for three interviewees. One of them wanted to stay healthy for his daughter

and the other one for his wife. Both of them were smartwatch owners. The third one

without a smartwatch thought more of having a smartwatch as a social status. However,

if we compare social influence with the later in the interview asked question about the

interviewees main factor of influence. Social influence was not the main influential

factor for any participant.

The personal influence showed that lifestyle was an influential factor for all

respondents. The main reasons of the interviewees were health, fitness and hobbies.

However, two interviewees without smartwatch also found it important to be trendy.

The personality of the respondents gave more individual results. Each respondent as

they described themselves considered their personality when purchasing a smartwatch.

The main difference here was that the smartwatch owners expressed themselves with

characteristics which the smartwatch usefulness are reflecting. Whereas the non-owners

expressed themselves with characteristics which the smartwatch optics are reflecting.

When it came to the economic situation of the respondents the results show that

between the smartwatch owners and non-owners was no difference. Both groups had

respondents where their economic situation was considered and where it was not. When

we compare the answers to each person’s yearly income, someone’s higher income does

not necessary correlate with their buying behavior of a smartwatch. Only one person of

the non-owners would buy a better smartwatch if the persons income would be better.

Age was considered by most of the respondents four out of six respondents would have

also preferred to buy a smartwatch at a younger age. The stage at which an individual is

at life influenced two smartwatch owners and would have one non-owner. The reasons

here were kids and wife.

The influence of a person’s occupation on its behavior to buy a smartwatch did not

influence most respondents. The results did not show any difference between both

groups. Two smartwatch owners did not consider their occupation when purchasing a

smartwatch and two non-owners would not consider their occupation if they would buy

a smartwatch. For the other two respondents their occupation was considered.

Product attributes were not asked for in this research but still interviewees mentioned it

in their answers. The results show that the usefulness of a smartwatch influenced all

participants. Each interviewee had its own preferred usage for the smartwatch functions

which they were looking for when buying a smartwatch or when they would buy a

smartwatch. There were no differences between the smartwatch owners and non-

owners.

The smartwatch condition was mentioned during the interviews by three respondents.

For each one some attribute of the watch was important. For the smartwatch owner it

was the material of the smartwatch. For the two non-owners it was durability, material

and color. The material of the smartwatch was the attribute all three interviewees found

important.

At the end of the interview the participants were asked what their main factor was from

the answers they gave. The results show here that everyone had a social influence in

their own evaluation. However, none of them found it as the main factor that influenced

or would influence them. On the other hand, personal factors such as lifestyle were

mentioned by four participants. Three of those were two smartwatch owners and one

non-owner who found that lifestyle was their main factor. The price of the smartwatch

was mentioned by three participants and here one non-owner had it as the main factor.

For the other non-owners, the functions of the device were the main factor. The last

smartwatch owner found her job as the most important reason.

5. CONCLUSION AND DISCUSSION

In this chapter of the study the conclusion and discussion are presented. First the

summary of the results is presented then the key findings. Then it continues with the

evaluation of this master thesis and the implications and suggestions for further

research.

5.1. Summary of the Results

The main goal of this study was to find out if the consumer buying behavior of

smartwatches differs between smartwatch owners and non-owners. This topic is of

importance due to the aging population in the western world and the modern technology

which can help people’s health. The market for wearables has potential in an aging

world. People start to take more care of themselves and pay more attention to their

health. Wearables such as smartwatches are only tools that can help individuals for their

personal reasons and can also support people that want to stay healthy.

For finding out the differences in buying behavior of smartwatch owners and non-

owners with the focus on social and personal influence three research questions were

developed as see below. In addition, to find out what factor influenced the participants

most, a fourth question was developed:

1. How does the consumer buying behavior differ for wearables from people in

Germany that are aware about wearables and from people that are unaware?

1.1 How does social factors influence the buying behavior?

1.2 How does personal factors influence the buying behavior?

2. Which of the factors do both groups experience as the factor that is influencing

their buying behavior most?

In order to answer the research questions, a qualitative approach was conducted. Each

of the participants were individually interviewed. After the answers were collected and

transcribed the coding and the themes were developed. The final step was then to

analyze the data. For this process the thematic analysis was chosen as the most useful

for this kind of thesis.

5.2. Key Results

The social factors on wearables were not studied much by previous researchers.

However, a study by Pfeiffer et al. (2016) who focused only on non-users of self

tracking devices showed that social elements such as social peers and people’s opinions

are influencing the decision to purchase a wearable. Furthermore, showed that social

influence was important for both men and women. Their findings support the results of

this study concerning social influence. The participants in this study such as smartwatch

owners and non-owners had either a family member or a friend that has influenced them

in both genders. For four participants the family members played even a more dominant

role influencing their buying behavior than their friends. The study of Canhoto and Arp

(2017) showed that some of their participants in their study started to use a wearable

due to social expectations. So far that result supported only one participant without

smartwatch from this study who considered buying a smartwatch because of social

status. For two other participants it was more the life status such as being married or

having a child that has influenced them.

Personal influence in the case of lifestyle showed in the study that it was an influential

factor for smartwatch owners and non-owners. The respondents argued with health,

fitness and other hobbies as the reason to consider the smartwatch. This result

contradicts the findings of Pfeiffer et al. (2016) who found that only health and fitness

was relevant for women. Pfeiffer et al. (2016) argued that people see a wearable more as

a toy rather than a serious health or fitness device. In comparison to this study here, for

three smartwatch owners and one non-owner lifestyle was the main reason that

influenced their purchase decision.

Personality as an influence concerning wearables or smartwatches was not discussed in

previous studies. However, this study found that all participants had their own personal

characteristics which they considered when they bought or would buy a smartwatch.

One study of Wu et al (2016) showed that people above the age of 35 years preferred

more enjoyable smartwatches. That was argued that the persons due to their economic

situation can afford better devices. This result confirms with both participants in this

study that were over 35 years. The first one who was a smartwatch owner could afford a

better smartwatch due to his economic situation. The other above 35 years without a

smartwatch would buy a better device if his income was higher. The general result of

the study concerning economic situation was that smartwatch owners and non-owners

had no differences. In both there were some that considered their income and some that

did not consider it. For every participant besides one, a higher income would not

influence their buying behavior of a smartwatch.

When age was discussed five participants of smartwatch owners and non-owners

considered and would consider it when they buy a smartwatch. Four of them preferred

to buy such a device at a younger age. Furthermore, all participants were under the age

of 40 years. This confirms the results of Yi et al. (2006) that young users welcome

innovation and are more likely to adopt new technologies that help to complete tasks.

The influence of the stage at life of an individual has not been studied in previous

studies concerning smartwatches. Nevertheless, the results concerning life cycle stage

from this study showed that two smartwatch owners were influenced by either the wife

or kids. One non-smartwatch owner would consider kids when buying a smartwatch.

The influence of a person’s occupation on its behavior to buy a smartwatch did not

influence most respondents. There were only two respondents, one smartwatch owner

and one non-owner, that would consider their occupation. Also, for this point there was

no previous studies to compare with which have discussed occupation the same way as

it was in this study.

The following theme that was included in the study were the product attributes because

they were mentioned by the interviewees. However, this was not the focus of the study

but is still included. The study of Jung et al. (2016) showed that the functionality of a

smartwatch was more important for non-users than the aesthetics. The study of Hui et

al. (2016) showed that usefulness and visibility have a positive impact on non-user’s

adoption intention. The study also showed that persons that see such devices as a

technology value more the usefulness. The respondents that see a smartwatch as a

fashion accessory value more the visibility. The research here showed that the

usefulness of a smartwatch influenced both groups. Every participant had their own

usage of the devices functions in mind when buying the smartwatch. When it came to

the material of the device three of the respondents one smartwatch owner and the other

two non-owners found it important. Furthermore, the two non-owners found that

durability and color important as well.

For the last research question the interviewees were asked to order the factors that

influenced them from the main to the last. Here, the social influence was mentioned by

all participants, but none mentioned it as their main factor. Personal factors were then

mentioned by four participants as their main factor. Three out of four were smartwatch

owners. The price was mentioned by one non-owner to be the main factor. The other

respondent without smartwatch had the functions of the smartwatch as the main factor

and the last one who owns a smartwatch had her job as the main reason.

5.3. Evaluation of the Study

In this part of the study discusses the main methodological and theoretical limitations

that were identified. Furthermore, suggestions for future studies are presented and

managerial implications of this study.

5.3.1. Methodological Limitations

For this study a qualitative approach with interviews as the data collection method was

chosen to provide a more in-depth view to this topic. However, more people could have

been interviewed in order to find out more differences between smartwatch owners and

non-owners. A quantitative approach could have also been more beneficial to find out

the differences between both groups. Another point is that the questions for the

interview could have been more open to get a better insight of the story what influenced

the person.

Secondly, the participants of the study were German, whereas the interviews were done

in English. Even if all participants spoke English very well the data could have been

richer if the interviews were held in their native language. However, the choice to keep

the interviews in English were made due to limited time which the consumption of

translating the questions and data would take.

5.3.2. Theoretical limitations

In the theoretical point of view a more detailed literature review could have been done.

However, it was not that easy to find articles that talked about that specific topic on

consumer buying behavior on wearables or smartwatches. Also, every study had a

slightly different focus which made it difficult to select the right ones and to provide a

better scope into research. Furthermore, they used quantitative methods to for data

collection by using the technology acceptance model or modified versions of it. The

topic was quite new as well since smartwatches are a new technology which could have

been the reason for the few amounts of research. None of the previous studies had

comparisons between the consumer buying behavior of smartwatch owners and non-

owners. However, this comparison was the research gap of this master´s thesis which

therefore brought something new.

The selection of social and personal influence was a due to the researcher’s interest.

However, another focus for example on psychological and cultural influence could have

provided interesting results as well.

5.3.3. Suggestions for Future Studies and Implications

While this study has attempted to study the differences of buying behavior for

smartwatches from smartwatch owners and non-owners, other approaches can be

considered as well. The topic could have been also studied with a quantitative approach

to generate a higher amount of data. This study can be taken further by studying the

influence of culture and psychological factors which affects consumer buying behavior

and then to see if there are differences between both groups

This study can be beneficial for businesses that market smartwatches or other wearables

since it provides more in-depth data. The data did not only show the factors that

influence a person, but it showed also their reasons why it influenced them for example

the trust, experience and product knowledge of friends and families. Another

implication is that between smartwatch owners and non-owners there were no

significant differences. The main reason for most participants was their lifestyle such as

health and hobbies. Managers in marketing could for example use this information to

give their product a better lifestyle image or market in that way. Sine social influence

was mentioned by all participants the smartwatch producers could develop their

smartwatches in a way that they motivate users of that device to find new people who

could be a potential future smartwatch owner.

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APPENDICES

APPENDIX 1. Coding of Interviews

This table shows the codes from each interviewees interview.

Michael Benjamin Annette Julia Eric Sophia

Comparison

with

another

technologic

al device

functionalit

y

Watch

condition

Hobbies

Training

Comparing

performanc

e

Preparation

for

marathon

Reaching

targets

Informed by

friend

Presenting

functions

asks friend

for opinion

looking for

a simple

watch

running

Carry item

Curiosity

Activities

Comparing

pulse at

work with

sport

Measuring

sleep

Motivation,

sport, losing

weight

Traveling,

hiking

Measuring

walked

distance,

height meter

Displaying

data,

functions

Diving

friends

motivate,

train harder

and better

friend

recommende

d

Useful tool

Functionalit

y at hand

Wearable

computer

Curiosity

For the job

Helpful

functions

for

organizing

Asked

family

member

Good

battery

performanc

e

Sense

making

Passionate

for

technology

Experience

Trusting the

sister

knowledge

useful for

Multifunction

al gadget

Combines the

function of a

smartphone

with a regular

watch

Fitness

purpose

Distance

tracking

Easier to

carry

Sister had a

smartwatch

Not interested

in sister’s

opinion

Preferred to

buy a

smartwatch

young

More time for

sports at

younger age

Smartwatch is

handier

More

accessibility

Operating

system

Wanting a

smartwatch

because of

the trend

Health

related

purpose

Functionalit

y reasons

Health

related

functions

Friends

Friend has

experience

with

smartwatche

s

To consider

durability

To consider

technologica

l

advancement

Friend most

trusted

information

At a young

age more

active

Would be

distraction at

Makes life

easier

innovative

device

with many

functions

noticed the

watch first

on family

members

noticed the

watch also

on friends

and

colleagues

buy a

watch to

get

informatio

n

receive

data faster

and easier

family and

friends

family first

more trust

and closer

same

interest

friends

watch

functions

for running

condition of

the watch

price-

performanc

e ratio

family

member

presenting

the watch

looking

online for

good offer

family

member

looking for

cheap offer

perfect offer

trust in

family

member

uncle had

more

experience

uncle was

satisfied

with the

watch

uncle

invested

more time

to present

the watch

no usage in

younger age

life change

more active,

better

condition,

happier life

eating habits

good friend,

similar

hobbies

trust because

of

experience

learn how

body works,

less

problems

difficult to

change bad

habits

healthier life

taking care

work,

checking

activity

reminding to

be more

active

walk a lot at

work

controlling

the walked

distance

satisfied

good

income, less

care for

price

the past as

well

comparing

useful for

work

focus on

kids instead

of herself

helps

planning

the day

work was

main reason

checking

email

useful at

work

income

no

difference

on income

good

investment

for

everyday

use

prefer a

good one

because of

daily use

features

were

important

listening to

music while

running

important

Connectivity

to the phone

is important

Prefer an

average

priced watch

Prefer high

quality

hardware

Smartwatch is

more as a nice

extra

Smartwatch is

not a

necessity

Physical

exercise is

important

Apps would

reflect

personality

Design of the

watch would

reflect

personality

To be up to

date with

technology

work

Skills more

valued at his

job

Smartwatch

would not

benefit his

career

Not his

priority

Cheap watch

to practice

first

Open for a

better watch

Societal

compliance

Social status

Keep up

with the

trend

Higher

income

would buy a

better phone

Invest in

quality

would

consider for

maintaining

his hobbies

for

maintaining

his health

down to

earth person

second

variable

taste

different

opinions

different

tastes

comparing

family

with

friends

universal

for age

beneficial

for work

constantly

changing

prefer

cheap

you buy

the brand

to measure

heart rate

like to run

interested

in seeing

the data

thinks that

it helps to

motivate

better

simplicity

minimalisti

c

hobbies had

changed

daughter

changed his

habits

time span of

wearing the

watch

work

condition

(sitting

much)

counting

everyday

steps

using the

functions

every day

goals

using at

work

wants to

have good

and cheap

watch

second hand

watch

not much

money

more simple

watch

would have

been fine

functions

nice to have

income

curiosity

health

self-

examination,

forecasting

health

connection

to phone

functionalit

y

multitaskin

g

organized

person

compatibilit

y with other

devices

transferring

data

trendy

fashionable

characteristi

cs

would

consider

trendy watch

trendy and

fashionable

because he

must wear it

usefulness

color

material

resistance

student, not

much

money

would pay

more if

more

money was

available

for a better

design

material,

durability

comfortable

use for

hobbies and

activities

playful,

enjoyable

reaching

personal

goals

ambition to

reach goals

APPENDIX 2. Codes with Themes and Subthemes

This table presents the grouping of codes and the development of themes and

subthemes.

Theme: Social influence Informed by friend asks friend for opinion family member Trusting the sister noticed the watch first on family members noticed the watch also on friends and colleagues Asked family member family first more trust and closer same interest friends second variable taste different opinions different tastes comparing family with friends Sister had a

Theme: Personal Influence Subtheme: Lifestyle Codes: Hobbies Training Preparation for marathon running watch functions for running use for hobbies and activities Diving Traveling, hiking Motivation, sport, losing weight Activities like to run would consider for maintaining his hobbies Societal compliance Social status

Theme: Product attributes Subtheme: Functionality Codes: functionality Presenting functions counting everyday steps using the functions functions nice to have playful, enjoyable reminding to be more active Displaying data, functions reminding to be more active transferring data compatibility with other devices functionality connection to phone features were

Theme: Motivation Codes: motivate, train harder and better Reaching targets every day goals Motivation, sport, losing weight thinks that it helps to motivate better

Theme: Price Codes: price-performance ratio presenting the watch looking online for good offer perfect offer wants to have good and cheap watch good investment for everyday use Prefer an average priced watch Cheap watch to practice first prefer cheap you buy the brand

smartwatch trust in family member uncle had more experience Friend has experience with smartwatches uncle was satisfied with the watch family and friends Friend most trusted information uncle invested more time to present the watch friends friend recommended life change more active, better condition, happier life good friend, similar hobbies trust because of experience Subtheme: Role and Status daughter changed his

Keep up with the trend To be up to date with technology Wanting a smartwatch because of the trend Subtheme: Health Codes: eating habits Fitness purpose Physical exercise is important for maintaining his health Health related functions Health related purpose to measure heart rate Comparing pulse at work with sport learn how body works, less problems difficult to change bad habits healthier life taking care

important for organizing Helpful functions Wearable computer Functionality at hand Multifunctional gadget Combines the function of a smartphone with a regular watch Distance tracking Connectivity to the phone is important Functionality reasons To consider technological advancement interested in seeing the data receive data faster and easier buy a watch to get information device with many functions innovative

habits focus on kids instead of herself

curiosity health self-examination, forecasting health Subtheme: Personality Code: Curiosity Apps would reflect personality Design of the watch would reflect personality down to earth person trendy fashionable characteristics would consider trendy watch trendy and fashionable because he must wear it simplicity minimalistic Subtheme: Economic situation Codes: Income

Measuring sleep Measuring walked distance, height meter Useful tool helps planning the day Makes life easier Subtheme: Condition Codes: second hand watch more simple watch would have been fine would pay more if more money was available for a better design material, durability comfortable Good battery performance prefer a good one because of daily use Easier to carry Smartwatch is handier More accessibility

not much money student, not much money good income, less care for price no difference on income Higher income would buy a better phone Subtheme: Age and life cycle stage Codes: no usage in younger age hobbies had changed useful for the past as well Preferred to buy a smartwatch young More time for sports at younger age At a young age more active universal for age Subtheme: Occupation Codes:

Operating system important Prefer high quality hardware Smartwatch is more as a nice extra To consider durability Open for a better watch Invest in quality usefulness color material resistance

work, checking activity walk a lot at work controlling the walked distance time span of wearing the watch work condition (sitting much) using at work For the job useful for work work was main reason checking email useful at work Would be distraction at work Skills more valued at his job Smartwatch would not benefit his career beneficial for work

APPENDIX 3. Themes and Subthemes and Interviewees Quotes

This Table shows the themes and its subthemes. In addition, the interviewees with their

quotes are presented here.

Themes: Social Influence

Michael Benjamin Annette

Reference Group (Subtheme)

“Yes, I have informed myself first from a friend who used his smartwatch for triathlon. He showed and explained to me the functions of the watch . I then asked him which watch he would recommend me” “He recommended me to search for a second-hand watch on eBay because there are many good ones for a much cheaper price” “In my family my uncle has a smartwatch as well… He then showed me his watch and the functions of it and told me that he is very satisfied” “I considered my uncles opinion because I trusted him more and he used the watch already for quite a long time and he was very happy with it . I would also say that he spent more time showing me the functions and the watch in general. The watch I have now is actually the same my uncle has.”

“I have friends who use a smartwatch… They think that the watch helped them to motivate them to train harder and better . One of my friends recommended me one watch especially for traveling which I like to do” “I saw my friend how he changed his life . He was more active, he got into better condition, and was happier with his life. In connection with that he started to pay attention to what he is eating. The opinion of my friend was important to me because he is a good friend of mine and he has similar hobbies like me . So I preferred his opinion because of his experiences”

“During my 1st year at university (2011) I remember that many students started to own one and I became curious about it” “many friends and my sister had a smartwatch long before me. I asked my sister and she told me that a good smartwatch has to have a good battery performance to work continuously” “Actually I’ve asked the opinion of my sister because she is really passionate about smartwatches and modern technologies so I thought she could suggest me which kind of smartwatch I could buy and about what I had to focus to make my choice. “

Role and Status (Subtheme)

“Since I have my daughter I started to take more care of myself to stay healthy. So I think she was somehow a reason as well”

“I think I want for me and for my partner a better and healthier life. When you don´t get very sick, you don´t need your partner to take care of you”

Theme: Personal Influence

Lifestyle (Subtheme) “The main reason for me to buy a that watch was to record my running sessions from my training , so I can see if I have improved myself from each training sessions with the purpose to prepare myself for the half marathon with the targeted time I had set to reach which was under 1 hour and a half” “looking for a simple watch for running, which tracks my running sessions , and which shows me my pace-time while running a half-marathon” “Yes, I considered my hobbies and activities, I started to go jogging more and I have participated in some marathons before as well . I considered it because I wanted to keep track on my jogging and the watch would be a helpful tool to do so. It is also a playful tool for me”

“My wife and I like to travel and go hiking” “I use the watch for diving as well” “I think I want for me and for my partner a better and healthier life. When you don´t get very sick, you don´t need your partner to take care of you” “My curiosity was in what good or bad condition am I” “If you check your information on the smartwatch, and you see for example there is something wrong with you pulse, then you can go to the doctor before something bad happens” “How my pulse is changing, when I´m at Work or at sports and how good or bad is my sleep” “Another reason was to motivate me to do sports and to lose weight”

“I use to listen to the music when I’m doing sport and my smartwatch that can connect via Bluetooth to my headphones and this allows me to practice sport without carrying my phone”

Personality (Subtheme)

“The watch also shows me how many

“My curiosity was in what good or bad

“I do consider myself a person capable of

steps I should do per day and I try to reach that goal each day” “I am a target-oriented person and the smartwatch helps me to reach such targets at least in my hobbies. My personal characteristics would be my ambition to reach my targets and goals. “

condition am I” “I was interested how my body would react to different activities”

doing more than one thing at the same time, then my smartwatch is as multitasking as me ! I’ve considered to buy a smartwatch to have the possibility to better organize my daily routine”

Economic situation (Subtheme)

“Once in while I was checking on ebay… I waited for a cheap offer on ebay and bought it when I found the perfect offer” “I wanted to have a good watch that would be cheap as possible . That is why i have looked for a second-hand watch on ebay. I looked for a cheap watch at this time because I did not have much money invest in such a watch” “Yes I considered my income at that time , that’s why I looked for a cheap watch. At this time I was a student and did not have a lot of money “ “If I would have had more money, I think I would have bought a watch of a more expensive price class from the same brand or maybe from another brand, which would look more

“Since I earn well at my job I did not care so much about the price, I wanted to have a watch with good quality and functions”

“I did not consider my income otherwise I would have bought a cheap one , if my income would have been higher this would have not made any difference because I thought that it was a good investment for my daily life”

elegant”

Age and life cycle stage (Subtheme)

“Since I have my daughter I started to take more care of myself to stay healthy. So I think she was somehow a reason as well” “I would not have bought the smartwatch at a younger age because I was not running that much or that intensive as I do now. I also wasn’t running marathons so there was no need to prepare for it as well”

“Younger because I think it is better when you learn how your body is working. So, you can´t get any problems when you are older . When you are old it is difficult to change bad habits”

“Probably I would have considered to buy a smartwatch when I was younger because for example, a smartwatch would have been helpful during my studies at university as well as it’s useful now with my work”

Occupation (Subtheme)

“Yes, I put the watch on in the morning and I put it of in the evening, so I also use it at work . At work I am sitting much and I use the watch to see how many steps I do every day, to see how much a move in a day” “I did not consider the work as a reason to buy a smartwatch. But I am using it there as well to count my steps.”

“Yes I use the watch at work, to check how active I am . The watch can remind you to be more active . As a supervisor in a supermarket I have to walk a lot , so at the end of the day I can check from my watch how many kilometers I walked in a day. I did not consider my job when I bought the watch”

“I bought my first smartwatch when I’ve started to work because I found its functions useful because they help me to organize my activities in an easy way” “Sure! I use it especially during my work because it helps me to schedule my day . I would say I considered my workplace as the main reason when I bought it… my smartwatch helps me to report my work-progress daily and check my emails”

Theme: Product attribute

Functionality (Subtheme)

“…to see phone calls, read text messages, view calendar or the weather as well as my own activities such as heart frequency and counted steps”

“If you check your information on the smartwatch, and you see for example there is something wrong with you pulse, then you can go to the

“I bought my first smartwatch when I’ve started to work because I found its functions useful because they help me to organize my

“…which shows me my pace-time…” “The watch also shows me how many steps I should do per day and I try to reach that goal each day” “It is also a playful tool for me”

doctor before something bad happens” “Thanks to my smartwatch I could see the distance we walked as well as the height meter . Also, afterwards the watch could display me the data of my trips”

activities in an easy way” “…my smartwatch helps me to report my work-progress daily and check my emails” “my smartwatch is connected with my phone and I find it really useful when I receive a call but my phone is on silent mode. In that case my smartwatch vibrates when I receive a call in order to allow me to answer in time.” “I’ve looked for a smartwatch that was completely compatible with my computer and my phone to transfer and share documents, pictures or other files “

Condition (Subtheme)

“He recommended me to search for a second-hand watch on eBay because there are many good ones for a much cheaper price” “The one I have right now, most of it is plastic which is not that robust but the good thing is that I do not feel it much when I wear it

This part shows the themes with its subthemes. Furthermore, the table shows the three

interviewees without smartwatch with their quotes.

Themes: Social Influence

Julia Dennis Sophia

Reference Group (Subtheme)

“Yes, my sister had a smartwatch but barely used it. I specifically asked for her opinion because she has experience and could let me try the watch”

“I would consider the opinion of my friend. He knows smartwatches quite well so he can give me recommendations” “First hand users experience and knowledge is more preferable for me. So my friends would be the most trusting sources for information””

“I would consider my family because they are closer to me and I have more trust to them, and also because we are more close in interests and preferences . Secondly, I would consider my friends because they are more variable in tastes, I mean they have different opinions and tastes than me, so it would be nice to consider those range answers and compare them with what my family recommend to me”

Role and Status (Subtheme)

“So that would be one case of societal status or societal compliance . So that would be a reason I would invest or buy a good average or an expensive watch smartwatch”

Theme: Personal Influence

Lifestyle (Subtheme) “I would buy a smartwatch solely for fitness reasons for example for distance tracking and so on” “physical exercise is one factor that would affect my decision to buy a smartwatch” “To be up to date concerning our

“I would buy a smartwatch just to keep up with the trend , especially for health related purposes” “Just to keep up with trend and with society” “If it is in line with some of my hobbies if it aids in maintaining my hobby or health related activities, of course that would be really useful”

“Yes, I would consider my hobbies. For example, I like to run and I know that they measure heart rates, steps you make and so on . It would be nice to have that data and progress or make your running better.”

newest technology”

Personality (Subtheme)

“The smartwatch could reflect my personality through the apps that are available and through its design”

“I would consider in trend, fashionable one, because I think that those characteristics represents me when it comes to technology and fashion, also because I have to wear the watch ”

“Maybe in the simplicity, they just look like a mundane watch. The minimal the better”

Economic situation (Subtheme)

“Based on my income, I would rather buy one in the average price range , so that its hardware is rather high-quality yet not too expensive”

“Well of course if my income would be higher I would buy a better watch, expensive one . You can not replace quality, if the quality is good it doesn’t matter, it is more like an investment.” “First I would like to buy a cheap one. To use it, understand it and then upgrade it”

“My income is quite good which doesn’t mean that I would choose a better smartwatch. I think I would choose the cheaper smartwatch, as I told you before they are quite new one in the market and they are constantly changing”

Age and life cycle stage (Subtheme)

“I would rather buy one being young, because then I had more time for doing sports and that would have been useful”

“Yes I would. I would prefer when younger because I would be more tech-savvy. Now I don’t care so much about it” “I think that a smartwatch would be really handy and helpful if you have kids because of all the obligations so in that case I would consider to buy a smartwatch”

“I believe that it does not matter the age because smartwatch are universal in ages . I have seen both old and young people wearing them. But I think they are more targeted for young people”

Occupation (Subtheme)

“A smartwatch has similar functions as a smartphone. Therefore, it surely benefits the user in their professional life. Some people might enjoy the fact that a smartwatch is handier than a smartphone and one can always look at it easier. However, I personally prefer a smartphone”

“I think it would be more of a distraction . Because I am still a trainee so my work is unrelated to time, its more about my own skillset and the smartwatch wouldn’t help in any way towards that” “Well the smartwatch wouldn’t help me in my career and such and my priority is my career at the moment. So that wouldn’t make any sense”

“I think yes it would be beneficial. If it gets my professional life easier, why I would not get one”

Theme: Product attribute

Functionality (Subtheme)

I would buy a smartwatch solely for fitness reasons for example for distance tracking and so on , as it is easier to carry during exercise in comparison to a smartphone

“…also for GPS coordination etc. and other functions like health related apps and other ones can be used, things like that. Health related stuff particularly for that”

“For me a smartwatch is a small device that can make your life a little bit easier , I mean you can receive message, phone calls even e-mails just in going into your watch without going to you big phone , something that is quite innovative” “I would buy one if I would know that they are really worth to have one, with this I mean that I can get information, or data, faster and easier” “Yes, I would consider my hobbies. For example, I like to run and I know that they measure heart rates, steps you make and so on . It would be nice to have that data and progress or make your running better.”

Condition (Subtheme)

“Basically I would more consider about the durability and technological advancement of that particular smartwatch.” “I don’t like delicate stuff and technologically if that is well advanced that is what I am looking for”

“The color, the price, the material and the resistance because I wouldn’t buy a watch if it would brake”

APPENDIX 4. Interview Guide

Group familiar Group not familiar Argumentation

General Questions

What is your age? What is your age? Demographic question

Gender? Gender? Demographic question

What is your Occupation? What is your Occupation? Demographic question

Marital Status? Marital Status? Demographic question

Do you have children? Do you have children? Demographic question

In what range is your

yearly current gross

income household level

(in Euro)?

Under 10 000

10 000-19 999

20 000-29 999

30 000-39 999

40 000-49 999

50 000-59 999

60 000-69 999

70 000-79 999

80 000- or more

In what range is your

yearly current gross

income household level

(in Euro)?

Under 10 000

10 000-19 999

20 000-29 999

30 000-39 999

40 000-49 999

50 000-59 999

60 000-69 999

70 000-79 999

80 000- or more

Demographic question

What is a smartwatch for

you? And how would you

describe it?

What is a smartwatch for

you? And how would you

describe it?

To get an understanding how

the interviewee sees a

smartwatch

When did you become

aware of smartwatches?

When did you become

aware of smartwatches?

To get general information

about the time the interviewee

became aware of

smartwatches

How much did you pay

for your smartwatch?

How much did you pay

for your smartwatch?

With this question I want to

see how much the interviewee

paid or is willing to pay for a

smartwatch

Why did you buy a

smartwatch?

Why would you consider

buying a smartwatch?

I want to find out the reasons

from the interviewee why he

bought or would buy a

smartwatch

Social Influence

Have you had

friends/family/others who

had a smartwatch before

you? Did you ask them for

their opinion? If yes, what

did they say? Did you

consider their opinion

when you bought your

smartwatch? What did you

consider? And why did

you consider it? (asking

for other groups)

Do you have

friends/family/others who

had a smartwatch? Did

you ask them for their

opinion? If yes, what did

they say? Would you

consider their opinion If

you would buy a

smartwatch? What would

you consider? Why would

you consider it?

According to Solomon (2013,

434-435) people want to be

approved by their reference

group members. As a result,

such kind of groups have

influence on consumer

behavior.

According to Khan (2006, 68)

the family is the organization

that first creates the

perceptions about products,

brand and consumer habits

Depending on your

previous answer. Which of

your just mentioned

persons in the

family/friends/other

groups did you consider

more? Why did you

consider this person more?

What was the reason to

consider him more?

Depending on your

previous answer. Which

of your just mentioned

persons in the

family/friends/other

groups would you

consider more? Why

would you consider this

person more? What is the

reason that you would

consider him/her more?

The selection of a product or

brand can depend on the role

or the status of a person.


Personal Influence

Would you have

considered buying a

smartwatch at a different

age (younger or older) as

well? Explain Why? You

said that you are

(married/not married), do

you think that it was a

Would you consider

buying a smartwatch at a

different age (younger or

older) as well? Explain

Why? You said that you

are (married/not married),

do you think that it is a

reason to consider buying

The course of time changes

people and when people

change, their habits, values,

needs and their spending

changes as well (Lamb et al

2010 p 267)

reason you considered to

buy a smartwatch? Please

explain why? You said

that you have (kids/no

kids) do you think that it

is a reason for you to

consider buying a

smartwatch? Why do you

think it has or it has not?

a smartwatch? Please

explain why? You said

that you have (kids/no

kids) do you think that it

is a reason for you to

consider buying a

smartwatch? Why do you

think it is or it is not?

Do you use your

smartwatch at your

workplace? If yes or no

explain why? Did you

consider your workplace

as a reason when you

bought your smartwatch?

What did you consider?

Why did you consider it?

Do you think a

smartwatch would be

beneficial for you at your

workplace? If so, why do

you think it would be

beneficial? What would

be beneficial? Would you

consider those reasons if

you would buy a

smartwatch?

According to Jain (2010, 134)

the consumer normally

purchases products that match

his or her occupation.

Do you consider your

smartwatch to be

expensive, average or

cheap? Why do you

consider it expensive,

average or cheap? Did you

consider your income

when you bought your

smartwatch? If yes or no,

explain why? If your

income would be higher or

lower, would you have

bought a better or cheaper

smartwatch or the same

If you would have a

smartwatch would you

prefer an expensive,

average or cheap one?


it to be expensive, average

or cheap? Would you

consider your income if

you would buy a

smartwatch? If yes or no,

explain why? If your

income would be higher

or lower, would you

consider buying a better

Depending on a person’s

income, it affects what a

person can purchase and how

the person views money.


you have? Explain why? or cheaper smartwatch?

Explain why?

Did you consider your

hobbies, activities,

interests and opinions

when you bought a

smartwatch? Can you give

me an example? What did

you consider? Why did

you consider it?

Would you consider your

hobbies, activities,

interests and opinions if

you would buy a

smartwatch? Can you give

me an example? What

would you consider? Why

would you consider it?

According to Kotler et al.

(2017, 149) “Lifestyle is a

person’s pattern of living as

expressed in his or her

activities, interests and

opinions”

How does the smartwatch

reflect your personality?

And Why? What personal

characteristics of you

made you consider buying

a smartwatch? Why did

you consider them?

How would a smartwatch

reflect your personality?

And Why? What personal

characteristics of you

would you consider if you

would buy a smartwatch?


them?

According to Pride and

Ferrell (2011, 160) consumers

buy products that reflect and

enhance their self-concept

Final Questions

What other reason could

you think of that you

considered when you

bought your smartwatch?

Could you explain which

reason/s and why?

What other reason could

you think of considering if

you would buy a

smartwatch? Could you

explain which reason/s

and why?

This final question is to see if

the interviewee finds

something else that

influenced him in his opinion

What do you think was the

main factor you

considered from all your

answers? Please put them

in order of how important

you consider them.

Explain why this order?

What do you think was

the main factor you would

consider from all your

answers? Please put them

in order of how important

you consider them.

Explain why this order?

This final question is to find

out which of the factors

answered by the interviewee

had the most impact

Is there anything else you

would like to say? Maybe

something that I did not

understand to ask you?

Is there anything else you

would like to say? Maybe

something that I did not

understand to ask you?

To see from the interviewee

has something to say which I

did not ask or understand

Documents

CONSUMER BUYING BEHAVIOR OF WEARABLES IN ......Consumer Buying Behaviour of Wearables in Germany - The Differences of Smartwatch Users and Non-users Major Health and Business Description