Wearable Technology: A Study of Female Consumer’s Adoption and Usage Process

Laila Boujari & Signe Lykke Sørensen

Student thesis: Master thesis


Wearable technology is more popular than ever, especially in the private consumer market. Wearable technology includes any electronic products that are designed to be worn on the person and is usually designed to make personal informatics easier (Beal 2017). The purpose of this study is to examine why women adopt and use wearable technology and analyze what factors contribute to this decision. This study is conducted from the perspective of female millennials. The Technology Readiness and Acceptance Model in interaction with Theory of Consumption Values, Perceived Attributes of Innovation and Adopter Categories as Ideal Types laid the foundation of the theoretical framework. A qualitative research approach was chosen, where a focus group interview was conducted to collect the data needed. In-depth interviews were also conducted after the data from the focus group interview was reviewed and analyzed to explore the dataset further. After analyzing all data, we identified and further developed seven key themes which influenced the adoption and/or usage process. These seven key themes are: Motivation, Perception of Technology, Influence, Product Quality, Price, Value & Relevancy and Peak Periods. These key themes are the determining factors for when female millennials are deciding whether to adopt and use wearable technology. The findings can be used in determining how to target women when introducing new technology to these consumers. These findings can contribute to the foundation for a marketing strategy aimed at women in a technology selling context.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final ThesisMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2017
Number of pages120
SupervisorsXiao Xiao