El-Masri Mazen, Al-Yafi Karim, Kamal Muhammad Mustafa
College of Business and Economics, Qatar University, Doha, Qatar.
School of Strategy & Leadership, Coventry Business School, Coventry University, Coventry, UK.
Inf Syst Front. 2023;25(2):835-852. doi: 10.1007/s10796-022-10256-7. Epub 2022 Mar 30.
Smartwatches are wearable devices intended to be smartphone companions that capture health data and ease access to notifications. They have also become personalisable standing as a fashion statement. This combination resulted in staggering adoption rates recently leading to question whether smartwatch users' choice and use satisfaction emerge from utility features or from its fashion characteristics. This paper proposes and validates a fit theory to investigate the antecedents of adopters' satisfaction. Besides evaluating fit with identity, the model assesses both perceived and actual task-technology fit of smartwatches. A questionnaire-based quantitative approach is used to collect data from about 300 smartwatch users in Qatar. To test the proposed model, data is analysed using structural equation modeling (SEM) and artificial neural networks (ANN). Furthermore, ANN sensitivity analysis ranks the importance of the fit factors affecting users' choice during pre- and post-adoption stages. Both task-technology and technology-identity fit factors are quasi-equally important in explaining 62% of satisfaction variance. ANN analysis revealed that post-adoption satisfaction is primarily attributed to smartwatches' ability to fit with users' identity and secondarily to its perceived fit with tasks. Nevertheless, pre-adoption choice of smartwatches is mainly guided by their functionality. This paper is the first to propose and validate an integrated task-technology-identity fit model to explain smartwatch utilization and users' satisfaction. The originality also lies in assessing actual task-technology fit and as perceived by users. Employing two modes of analysis revealed extra insights too.
智能手表是旨在成为智能手机伴侣的可穿戴设备，可捕捉健康数据并便于获取通知。它们还成为了具有个性化的时尚宣言。这种结合导致最近的采用率惊人，引发了人们对智能手表用户的选择和使用满意度是源于实用功能还是时尚特性的质疑。本文提出并验证了一种适配理论，以研究采用者满意度的前因。除了评估与身份的适配度外，该模型还评估了智能手表的感知任务 - 技术适配度和实际任务 - 技术适配度。采用基于问卷的定量方法，从卡塔尔约300名智能手表用户中收集数据。为了测试所提出的模型，使用结构方程模型（SEM）和人工神经网络（ANN）对数据进行分析。此外，ANN敏感性分析对影响用户在采用前和采用后阶段选择的适配因素的重要性进行了排名。任务 - 技术适配度和技术 - 身份适配度因素在解释62%的满意度差异方面几乎同样重要。ANN分析表明，采用后的满意度主要归因于智能手表与用户身份的适配能力，其次是其与任务的感知适配度。然而，采用前智能手表的选择主要受其功能的指导。本文首次提出并验证了一个综合的任务 - 技术 - 身份适配模型，以解释智能手表的使用情况和用户满意度。其创新性还在于评估实际任务 - 技术适配度以及用户所感知的适配度。采用两种分析模式也揭示了更多的见解。
