A Study on Consumer Preferences for Attributes of Wearable Devices: A Conjoint Analysis Reflecting Anticipatory Standardization Activities

웨어러블 디바이스의 소비자 선호 속성에 관한 연구: 예지적 표준화 활동을 반영한 컨조인트 분석

Ji, Ilyong;Park, Hyo Joo

  • Received : 2019.03.12
  • Accepted : 2019.04.20
  • Published : 2019.04.28


As fierce competition is expected in the wearable devices marekt, it is needed to develop a technology planning that can increase consumer acceptance. This study aims to provide implications for technology planning of wearable devices by examining consumer preferences for the devices. For this purpose we employed a conjoint analysis. In the process of the analysis, we considered the trend of anticipatory standardization for wearable devices in an attempt to improve objectivity of analysis whilst many previous studies relied on focus group interview. For the anticipatory standardization information, we utilized liaisons and projects of wearable devices at International Electrotechnical Commission, and we designed a conjoint survey on the basis of the information. We conducted an online survey, and a total of 229 individuals responded to our survey. The result of conjoint analysis shows that main use and enhanced features were more important attributes than the others were. However, consumer preferences for detailed levels of each attribute were different by gender and age groups. This result implies that technology planning of wearable devices require distinct approaches by consumer segments.


wearable;conjoint;standard;convergence;technology acceptance;selection attribute


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