7-I: Is a Smartwatch a Fashion Item Or an It Device?: Moderating Effect of Category Frame in Smartwatch Adoption

A smartwatch is an innovative product that has both IT and fashion product attributes. Based on previous studies that suggest consumers develop knowledge schema for new products using prior knowledge of existing product categories, we investigated the moderating effect of the category frame on consumers’ intention to adopt smartwatches.


Jong-Youn Rha, Jin-Myong Lee, Sunny Park, Eunsun Cho, and Bo Han Lee (2017) ,"7-I: Is a Smartwatch a Fashion Item Or an It Device?: Moderating Effect of Category Frame in Smartwatch Adoption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1057-1057.


Jong-Youn Rha, Seoul National University, Korea
Jin-Myong Lee, Chungnam National University, Korea
Sunny Park, Seoul National University, Korea
Eunsun Cho, Seoul National University, Korea
Bo Han Lee, Seoul National University, Korea


NA - Advances in Consumer Research Volume 45 | 2017

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