Consumer Buying Behavior of Wearables in Germany The Differences of Smartwatch Users and Non-Users

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 Unit
Faculty of Social Sciences and Business Studies Business School

Author Supervisor
Konstantin Rodosthenous Kaisa Henttonen
Name of the Thesis
Consumer Buying Behaviour of Wearables in Germany - The Differences of Smartwatch

Users and Non-users
Major Description Date Pages
Health and Business Master’s thesis 08.12.2018 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. - Statistical numerical measurement.
- Depth of understanding. - Sub-group sampling or
- Taps consumer creativity. comparisons.
- Database – broader and deeper. - Survey can be repeated in the
- Penetrates rationalized or future and results compared.
superficial responses. - Taps individual responses.
- Richer source of ideas for - Less dependent on research
marketing and creative teams. 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 12.11.2018 24min Electric 34
(smartwatch owner) Engineer
Benjamin 17.11.2018 17min Retail 37
(smartwatch owner) Supervisor
Annette 16.11.2018 20min PHD Student 26
(smartwatch owner)
Julia (without 17.11.2018 19min Assistant 27
smartwatch) Editor
Eric (without 12.11.2018 22min Dentist 39
smartwatch) Trainee
Sophia (without 14.11.2018 20min Real Estate 31
smartwatch) Business
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 Carry item Useful tool Multifunction Wanting a Makes life
with al gadget smartwatch easier
another Curiosity Functionalit because of
technologic y at hand Combines the the trend innovative
al device Activities function of a
Wearable smartphone Health device
functionalit Comparing computer with a regular related with many
y pulse at watch purpose functions
work with Curiosity
Watch sport Fitness Functionalit noticed the
condition For the job purpose y reasons watch first
Measuring on family
Hobbies sleep Helpful Distance Health members
functions tracking related
Training Motivation, functions noticed the
sport, losing for Easier to watch also
Comparing weight organizing carry Friends on friends
performanc and
e Traveling, Asked Sister had a Friend has colleagues
hiking family smartwatch experience
Preparation member with buy a
for Measuring Not interested smartwatche watch to
marathon walked Good in sister’s s get
distance, battery opinion informatio
Reaching height meter performanc To consider n
targets e Preferred to durability
Displaying buy a receive
Informed by data, Sense smartwatch To consider data faster
friend functions making young technologica and easier
l
Presenting Diving Passionate More time for advancement family and
functions for sports at friends
friends technology younger age Friend most
asks friend trusted family first
for opinion motivate, Experience Smartwatch is information
train harder handier more trust
looking for and better Trusting the At a young and closer
a simple sister More age more
watch friend accessibility active same
recommende knowledge interest
running d Operating Would be
useful for system distraction at friends
watch life change the past as important work second
functions well
for running more active, Connectivity Skills more variable
better comparing to the phone valued at his taste
condition of condition, is important job
the watch happier life useful for different
work Prefer an Smartwatch opinions
price- eating habits average would not
performanc focus on priced watch benefit his different
e ratio good friend, kids instead career tastes
similar of herself Prefer high
family hobbies quality Not his comparing
member trust because helps hardware priority family
of planning with
presenting experience the day Smartwatch is Cheap watch friends
the watch more as a nice to practice
looking learn how work was extra first universal
online for body works, main reason for age
good offer less Smartwatch is Open for a
problems checking not a better watch beneficial
family email necessity for work
member difficult to Societal
change bad useful at Physical compliance constantly
looking for habits work exercise is changing
cheap offer important Social status
healthier life income prefer
perfect offer Apps would Keep up cheap
taking care no reflect with the
trust in difference personality trend you buy
family work, on income the brand
member checking Design of the Higher
activity good watch would income to measure
uncle had investment reflect would buy a heart rate
more reminding to for personality better phone
experience be more everyday like to run
active use To be up to Invest in
uncle was date with quality interested
satisfied walk a lot at prefer a technology in seeing
with the work good one would the data
watch because of consider for
controlling daily use maintaining thinks that
uncle the walked his hobbies it helps to
invested distance features motivate
more time were for better
to present satisfied important maintaining
the watch his health simplicity
good listening to
no usage in income, less music while down to minimalisti
younger age care for running earth person c
price
hobbies had connection trendy color
changed curiosity to phone fashionable
health characteristi material
daughter functionalit cs
changed his self- y resistance
habits examination, would
forecasting multitaskin consider
time span of health g trendy watch
wearing the
watch organized trendy and
person fashionable
work because he
condition compatibilit must wear it
(sitting y with other
much) devices usefulness
counting transferring
everyday data
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
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 Theme: Theme: Product Theme: Theme:

influence Personal attributes Motivation Price
Influence Codes: Codes:
Informed by Subtheme: price-
friend Subtheme: Functionality motivate, performance
Lifestyle Codes: train harder ratio
asks friend for Codes: functionality and better
opinion Hobbies presenting
Presenting Reaching the watch
family member Training functions targets looking
online for
Trusting the Preparation for counting every day good offer
sister marathon everyday steps goals
perfect offer
noticed the running using the Motivation,
watch first on functions sport, losing wants to
family members watch functions weight have good
noticed the for running functions nice to and cheap
watch also on have thinks that it watch
friends and use for hobbies helps to
colleagues and activities playful, enjoyable motivate good
better investment
Asked family Diving reminding to be for everyday
member more active use
Traveling, hiking
family first more Displaying data, Prefer an
trust and closer Motivation, functions average
sport, losing priced watch
same interest weight reminding to be
more active Cheap watch
friends second Activities to practice
transferring data first
variable taste like to run
compatibility prefer cheap
different would consider with other
opinions for maintaining devices you buy the
different tastes his hobbies brand
functionality
comparing Societal
family with compliance connection to
friends phone
Social status
Sister had a features were
smartwatch Keep up with important
the trend
trust in family for organizing
member To be up to date
with technology Helpful functions
uncle had more
experience Wanting a Wearable
smartwatch computer
Friend has because of the
experience with trend Functionality at
smartwatches hand
Subtheme:
uncle was Health Multifunctional
satisfied with the Codes: gadget
watch eating habits
Combines the
family and Fitness purpose function of a
friends smartphone with
Physical exercise a regular watch
Friend most is important
trusted Distance tracking
information for maintaining
his health Connectivity to
uncle invested the phone is
more time to Health related important
present the functions
watch Functionality
friends Health related reasons
purpose
friend To consider
recommended to measure technological
heart rate advancement
life change
more active, Comparing pulse interested in
better condition, at work with seeing the data
happier life sport
receive data
good friend, learn how body faster and easier
similar hobbies works, less
trust because of problems buy a watch to
experience get information
difficult to
Subtheme: Role change bad device with many
and Status habits functions
daughter healthier life innovative

changed his taking care
habits Measuring sleep
curiosity health
focus on kids Measuring
instead of self- walked distance,
herself examination, height meter
forecasting
health Useful tool
Subtheme: helps planning

Personality the day
Code:
Curiosity Makes life easier
Apps would Subtheme:

reflect Condition
personality Codes:
second hand
Design of the watch
watch would
reflect more simple
personality watch would
have been fine
down to earth
person would pay more
if more money
trendy was available for
fashionable a better design
characteristics
material,
would consider durability
trendy watch
comfortable
trendy and
fashionable Good battery
because he must performance
wear it
prefer a good
simplicity one because of
daily use
minimalistic
Easier to carry
Subtheme:
Economic Smartwatch is
situation handier
Codes:
More
Income accessibility
not much money Operating system
important
student, not
much money Prefer high
quality hardware
good income,
less care for Smartwatch is
price more as a nice
extra
no difference on
income To consider
durability
Higher income Open for a better
would buy a watch
better phone
Invest in quality
Subtheme: Age
and life cycle usefulness
stage
Codes: color
no usage in material
younger age
resistance
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:
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 Michael Benjamin Annette

Influence
Reference Group “Yes, I have informed “I have friends who “During my 1st year
(Subtheme) myself first from a use a smartwatch… at university (2011) I
friend who used his They think that the remember that many
smartwatch for watch helped them to students started to
triathlon. He showed motivate them to own one and I
and explained to me train harder and became curious
the functions of the better . One of my about it”
watch . I then asked friends recommended “many friends and
him which watch he me one watch my sister had a
would recommend especially for smartwatch long
me” traveling which I like before me. I asked
to do” my sister and she
“He recommended told me that a good
me to search for a “I saw my friend how smartwatch has to
second-hand watch he changed his life . have a good battery
on eBay because He was more active, performance to work
there are many good he got into better continuously”
ones for a much condition, and was “Actually I’ve asked
cheaper price” happier with his life. the opinion of my
In connection with sister because she is
“In my family my that he started to pay really passionate
uncle has a attention to what he about smartwatches
smartwatch as well… is eating. The opinion and modern
He then showed me of my friend was technologies so I
his watch and the important to me thought she could
functions of it and because he is a good suggest me which
told me that he is friend of mine and he kind of smartwatch I
very satisfied” has similar hobbies could buy and about
like me . So I what I had to focus to
“I considered my preferred his opinion make my choice. “
uncles opinion because of his
because I trusted him experiences”
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.”
Role and Status “Since I have my “I think I want for me
(Subtheme) daughter I started to and for my partner a
take more care of better and healthier
myself to stay life. When you don´t
healthy. So I think she get very sick, you
was somehow a don´t need your
reason as well” partner to take care
of you”
Theme: Personal
Influence
Lifestyle (Subtheme) “The main reason for “My wife and I like to “I use to listen to the
me to buy a that travel and go hiking” music when I’m doing
watch was to record “I use the watch for sport and my
my running sessions diving as well” smartwatch that can
from my training , so “I think I want for me connect via Bluetooth
I can see if I have and for my partner a to my headphones
improved myself from better and healthier and this allows me to
each training sessions life. When you don´t practice sport
with the purpose to get very sick, you without carrying my
prepare myself for don´t need your phone”
the half marathon partner to take care
with the targeted of you”
time I had set to “My curiosity was in
reach which was what good or bad
under 1 hour and a condition am I”
half” “If you check your
information on the
“looking for a simple smartwatch, and you
watch for running, see for example there
which tracks my is something wrong
running sessions , and with you pulse, then
which shows me my you can go to the
pace-time while doctor before
running a half- something bad
marathon” happens”
“How my pulse is
“Yes, I considered my changing, when I´m at
hobbies and activities, Work or at sports
I started to go jogging and how good or bad
more and I have is my sleep”
participated in some “Another reason was
marathons before as to motivate me to do
well . I considered it sports and to lose
because I wanted to weight”
keep track on my
jogging and the watch
would be a helpful
tool to do so. It is also
a playful tool for me”
Personality “The watch also “My curiosity was in “I do consider myself
(Subtheme) shows me how many what good or bad a person capable of
steps I should do per condition am I” doing more than one
day and I try to reach “I was interested how thing at the same
that goal each day” my body would react time, then my
to different activities” smartwatch is as
“I am a target- multitasking as me !
oriented person and I’ve considered to
the smartwatch helps buy a smartwatch to
me to reach such have the possibility to
targets at least in my better organize my
hobbies. My personal daily routine”
characteristics would
be my ambition to
reach my targets and
goals. “
Economic situation “Once in while I was “Since I earn well at “I did not consider
(Subtheme) checking on ebay… I my job I did not care my income otherwise
waited for a cheap so much about the I would have bought
offer on ebay and price, I wanted to a cheap one , if my
bought it when I have a watch with income would have
found the perfect good quality and been higher this
offer” functions” would have not made
any difference
“I wanted to have a because I thought
good watch that that it was a good
would be cheap as investment for my
possible . That is why i daily life”
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
elegant”
Age and life cycle “Since I have my “Younger because I “Probably I would
stage (Subtheme) daughter I started to think it is better when have considered to
take more care of you learn how your buy a smartwatch
myself to stay body is working. So, when I was younger
healthy. So I think she you can´t get any because for example,
was somehow a problems when you a smartwatch would
reason as well” are older . When you have been helpful
are old it is difficult to during my studies at
“I would not have change bad habits” university as well as
bought the it’s useful now with
smartwatch at a my work”
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”
Occupation “Yes, I put the watch “Yes I use the watch “I bought my first
(Subtheme) on in the morning and at work, to check how smartwatch when
I put it of in the active I am . The I’ve started to work
evening, so I also use watch can remind you because I found its
it at work . At work I to be more active . As functions useful
am sitting much and I a supervisor in a because they help me
use the watch to see supermarket I have to to organize my
how many steps I do walk a lot , so at the activities in an easy
every day, to see how end of the day I can way”
much a move in a check from my watch “Sure! I use it
day” how many kilometers especially during my
“I did not consider the I walked in a day. I did work because it helps
work as a reason to not consider my job me to schedule my
buy a smartwatch. when I bought the day . I would say I
But I am using it there watch” considered my
as well to count my workplace as the
steps.” main reason when I
bought it… my
smartwatch helps me
to report my work-
progress daily and
check my emails”
Theme: Product
attribute
Functionality “…to see phone calls, “If you check your “I bought my first
(Subtheme) read text messages, information on the smartwatch when
view calendar or the smartwatch, and you I’ve started to work
weather as well as my see for example there because I found its
own activities such as is something wrong functions useful
heart frequency and with you pulse, then because they help me
counted steps” you can go to the to organize my
“…which shows me doctor before activities in an easy
my pace-time…” something bad way”
“The watch also happens” “…my smartwatch
shows me how many “Thanks to my helps me to report
steps I should do per smartwatch I could my work-progress
day and I try to reach see the distance we daily and check my
that goal each day” walked as well as the emails”
“It is also a playful height meter . Also, “my smartwatch is
tool for me” afterwards the watch connected with my
could display me the phone and I find it
data of my trips” 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 “He recommended
(Subtheme) 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 Julia Dennis Sophia

Influence
Reference Group “Yes, my sister had a “I would consider the “I would consider
(Subtheme) smartwatch but opinion of my friend. He my family because
barely used it. I knows smartwatches they are closer to
specifically asked for quite well so he can give me and I have more
her opinion because me recommendations” trust to them, and
she has experience “First hand users also because we are
and could let me try experience and more close in
the watch” knowledge is more interests and
preferable for me. So my preferences .
friends would be the Secondly, I would
most trusting sources for consider my friends
information”” 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 “So that would be one
(Subtheme) 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 “I would buy a “Yes, I would
smartwatch solely smartwatch just to keep consider my
for fitness reasons up with the trend , hobbies. For
for example for especially for health example, I like to
distance tracking related purposes” run and I know that
and so on” “Just to keep up with they measure heart
“physical exercise is trend and with society” rates, steps you
one factor that “If it is in line with some make and so on . It
would affect my of my hobbies if it aids in would be nice to
decision to buy a maintaining my hobby or have that data and
smartwatch” health related activities, progress or make
“To be up to date of course that would be your running
concerning our really useful” better.”
newest technology”
Personality “The smartwatch “I would consider in “Maybe in the
(Subtheme) could reflect my trend, fashionable one, simplicity, they just
personality through because I think that look like a mundane
the apps that are those characteristics watch. The minimal
available and represents me when it the better”
through its design” comes to technology and
fashion, also because I
have to wear the watch ”
Economic situation “Based on my “Well of course if my “My income is quite
(Subtheme) income, I would income would be higher good which doesn’t
rather buy one in I would buy a better mean that I would
the average price watch, expensive one . choose a better
range , so that its You can not replace smartwatch. I think I
hardware is rather quality, if the quality is would choose the
high-quality yet not good it doesn’t matter, it cheaper
too expensive” is more like an smartwatch, as I
investment.” told you before they
“First I would like to buy are quite new one
a cheap one. To use it, in the market and
understand it and then they are constantly
upgrade it” changing”
Age and life cycle “I would rather buy “Yes I would. I would “I believe that it
stage (Subtheme) one being young, prefer when younger does not matter the
because then I had because I would be more age because
more time for doing tech-savvy. Now I don’t smartwatch are
sports and that care so much about it” universal in ages . I
would have been “I think that a have seen both old
useful” smartwatch would be and young people
really handy and helpful wearing them. But I
if you have kids because think they are more
of all the obligations so targeted for young
in that case I would people”
consider to buy a
smartwatch”
Occupation “A smartwatch has “I think it would be more “I think yes it would
(Subtheme) similar functions as a of a distraction . Because be beneficial. If it
smartphone. I am still a trainee so my gets my professional
Therefore, it surely work is unrelated to life easier, why I
benefits the user in time, its more about my would not get one”
their professional own skillset and the
life. Some people smartwatch wouldn’t
might enjoy the fact help in any way towards
that a smartwatch is that”
handier than a “Well the smartwatch
smartphone and one wouldn’t help me in my
can always look at it career and such and my
easier. However, I priority is my career at
personally prefer a the moment. So that
smartphone” wouldn’t make any
sense”
Theme: Product
attribute
Functionality I would buy a “…also for GPS “For me a
(Subtheme) smartwatch solely coordination etc. and smartwatch is a
for fitness reasons other functions like small device that
for example for health related apps and can make your life a
distance tracking other ones can be used, little bit easier , I
and so on , as it is things like that. Health mean you can
easier to carry related stuff particularly receive message,
during exercise in for that” phone calls even e-
comparison to a mails just in going
smartphone 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 “Basically I would more “The color, the
(Subtheme) consider about the price, the material
durability and and the resistance
technological because I wouldn’t
advancement of that buy a watch if it
particular smartwatch.” would brake”
“I don’t like delicate stuff
and technologically if
that is well advanced
that is what I am looking
for”
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 In what range is your Demographic question
yearly current gross yearly current gross
income household level income household level
(in Euro)? (in Euro)?
Under 10 000 Under 10 000

10 000-19 999 10 000-19 999
20 000-29 999 20 000-29 999
30 000-39 999 30 000-39 999
40 000-49 999 40 000-49 999
50 000-59 999 50 000-59 999
60 000-69 999 60 000-69 999
70 000-79 999 70 000-79 999
80 000- or more 80 000- or more
What is a smartwatch for What is a smartwatch for To get an understanding how
you? And how would you you? And how would you the interviewee sees a
describe it? describe it? smartwatch
When did you become When did you become To get general information
aware of smartwatches? aware of smartwatches? about the time the interviewee
became aware of
smartwatches
How much did you pay How much did you pay With this question I want to
for your smartwatch? for your smartwatch? see how much the interviewee
paid or is willing to pay for a
smartwatch
Why did you buy a Why would you consider I want to find out the reasons
smartwatch? buying a smartwatch? from the interviewee why he
bought or would buy a
smartwatch
Social Influence
Have you had Do you have According to Solomon (2013,
friends/family/others who friends/family/others who 434-435) people want to be
had a smartwatch before had a smartwatch? Did approved by their reference
you? Did you ask them for you ask them for their group members. As a result,
their opinion? If yes, what opinion? If yes, what did such kind of groups have
did they say? Did you they say? Would you influence on consumer
consider their opinion consider their opinion If behavior.
when you bought your you would buy a According to Khan (2006, 68)
smartwatch? What did you smartwatch? What would the family is the organization
consider? And why did you consider? Why would that first creates the
you consider it? (asking you consider it? perceptions about products,
for other groups) brand and consumer habits
Depending on your Depending on your The selection of a product or
previous answer. Which of previous answer. Which brand can depend on the role
your just mentioned of your just mentioned or the status of a person.
persons in the persons in the (Kotler et al. 2017, 147)
family/friends/other family/friends/other
groups did you consider groups would you
more? Why did you consider more? Why
consider this person more? would you consider this
What was the reason to person more? What is the
consider him more? reason that you would
consider him/her more?
Personal Influence
Would you have Would you consider The course of time changes
considered buying a buying a smartwatch at a people and when people
smartwatch at a different different age (younger or change, their habits, values,
age (younger or older) as older) as well? Explain needs and their spending
well? Explain Why? You Why? You said that you changes as well (Lamb et al
said that you are are (married/not married), 2010 p 267)
(married/not married), do do you think that it is a
you think that it was a reason to consider buying
reason you considered to a smartwatch? Please
buy a smartwatch? Please explain why? You said
explain why? You said that you have (kids/no
that you have (kids/no kids) do you think that it
kids) do you think that it is a reason for you to
is a reason for you to consider buying a
consider buying a smartwatch? Why do you
smartwatch? Why do you think it is or it is not?
think it has or it has not?
Do you use your Do you think a According to Jain (2010, 134)
smartwatch at your smartwatch would be the consumer normally
workplace? If yes or no beneficial for you at your purchases products that match
explain why? Did you workplace? If so, why do his or her occupation.
consider your workplace you think it would be
as a reason when you beneficial? What would
bought your smartwatch? be beneficial? Would you
What did you consider? consider those reasons if
Why did you consider it? you would buy a
smartwatch?
Do you consider your If you would have a Depending on a person’s
smartwatch to be smartwatch would you income, it affects what a
expensive, average or prefer an expensive, person can purchase and how
cheap? Why do you average or cheap one? the person views money.
consider it expensive, Why would you consider (Kotler et al. 2017, 148)
average or cheap? Did you it to be expensive, average
consider your income or cheap? Would you
when you bought your consider your income if
smartwatch? If yes or no, you would buy a
explain why? If your smartwatch? If yes or no,
income would be higher or explain why? If your
lower, would you have income would be higher
bought a better or cheaper or lower, would you
smartwatch or the same consider buying a better
you have? Explain why? or cheaper smartwatch?
Explain why?
Did you consider your Would you consider your According to Kotler et al.
hobbies, activities, hobbies, activities, (2017, 149) “Lifestyle is a
interests and opinions interests and opinions if person’s pattern of living as
when you bought a you would buy a expressed in his or her
smartwatch? Can you give smartwatch? Can you give activities, interests and
me an example? What did me an example? What opinions”
you consider? Why did would you consider? Why
you consider it? would you consider it?
How does the smartwatch How would a smartwatch According to Pride and
reflect your personality? reflect your personality? Ferrell (2011, 160) consumers
And Why? What personal And Why? What personal buy products that reflect and
characteristics of you characteristics of you enhance their self-concept
made you consider buying would you consider if you
a smartwatch? Why did would buy a smartwatch?
you consider them? Why would you consider
them?
Final Questions
What other reason could What other reason could This final question is to see if
you think of that you you think of considering if the interviewee finds
considered when you you would buy a something else that
bought your smartwatch? smartwatch? Could you influenced him in his opinion
Could you explain which explain which reason/s
reason/s and why? and why?
What do you think was the What do you think was This final question is to find
main factor you the main factor you would out which of the factors
considered from all your consider from all your answered by the interviewee
answers? Please put them answers? Please put them had the most impact
in order of how important in order of how important
you consider them. you consider them.
Explain why this order? Explain why this order?
Is there anything else you Is there anything else you To see from the interviewee
would like to say? Maybe would like to say? Maybe has something to say which I
something that I did not something that I did not did not ask or understand
understand to ask you? understand to ask you?

Consumer Buying Behavior of Wearables in Germany The Differences of Smartwatch Users and Non-Users

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Consumer Buying Behavior of Wearables in Germany The Differences of Smartwatch Users and Non-Users

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CONSUMER BUYING BEHAVIOR OF WEARABLES IN

Faculty of Social Sciences and Business Studies Business School

Konstantin Rodosthenous Kaisa Henttonen

Name of the Thesis

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

Health and Business Master’s thesis 08.12.2018 62 + 22

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

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

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

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

1.2. Research Objective

1.3. Key Concepts of the Study

1.3.1. Definition of Wearables

1.3.2. Definition of Smartwatch

1.3.3. Consumer Buying Behavior

1.3.4. Social Factors

Role and Status

1.3.5. Personal Factors

1. Age and life-cycle stage

Age and Life Cycle Stage

Personality and Self-concept

1.4. Thesis Structure

Figure 2. Overview of the thesis structure

2.1. Literature Review

2.1.1. Social Influence

2.1.2. Personal Influence

2.2. Theoretical Framework in this Study

3.1. Methodological Approach

3.1.1. Research Nature

Table 1. Qualitative Approach vs Quantitative Approach

Qualitative research Quantitative research

3.1.3. Research Strategy

3.2. Data Collection

Table 2. Overview of the collected data

Interviewee Date Duration Occupation Age

3.3. Target Group

3.4. The Interview Guide

3.5.1. Thematic Analysis

Table 3. Overview of themes and subthemes

4.2. Defining a Smartwatch

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

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

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

Useful, technologically sustainable, next generation technology, hard for

4.3. Social Influence

4.3.1. Reference Group

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

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

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

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

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

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

4.4. Personal Influence

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

My curiosity was in what good or bad condition I am

To be up to date concerning our newest technology

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

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

My curiosity was in what good or bad condition am I

I was interested how my body would react to different activities

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