Influence of shoppers' attitude and satisfaction with smart-gadgets on intention to provide reviews: moderating role of fear of technological advances

Abstract

Smart wearable gadgets have been popular among consumers because of their use as health monitoring devices and fashion accessory. However, extant literature available lacks enough evidence on the formation of shoppers' attitude towards such devices. Extending the theory of reasoned action (TRA), the present study determines the factors that influence consumers' attitude towards these devices, further leading to their satisfaction with smart gadgets. The paper also explores the moderating role of fear of technological advances (FTA) in the formation of attitude. Besides this, the study examines users' intention to recommend the smart device in online reviews. Hypotheses were tested using structural equation modelling on data collected from 326 respondents. The research indicates the main effect of hedonic values and innovativeness and the significant moderation effect of FTA on attitude. The findings provide smart gadget marketers with useful implications for developing and offering augmented marketing and communication strategies.