University of Twente Student Theses


“Smartwatches as Smart Shopping Devices: Enhanced Information Retrieval in an Omni-channel Environment”

Koldeweij, T.B.J. (2017) “Smartwatches as Smart Shopping Devices: Enhanced Information Retrieval in an Omni-channel Environment”.

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Abstract:Information retrieval by smartwatches is a feature that can be used to make better buying decisions in an omni-channel environment, and can turn a smartwatch in a smart shopping device. In order to employ smartwatches in this way, actual use of smartwatches, a fitting retail environment and the right communicated information are factors that should be aligned. This research explored literature regarding omni-channel retailing, buying behavior and shopping technology to find if smartwatches can enhance consumer information retrieval in a buying situation in a physical store. Opportunities for smartwatch shopping were found in each of these factors. A UTAUT based questionnaire is used to find enabling factors from consumers. To boost the use of smartwatches, Performance Expectancy, Social Influence, Facilitating Conditions and Attitude should be addressed to increased use and the Behavioral Intention. Anxiety should be avoided to prevent a negative effect on Behavioral Intention. This research presents possible alterations in both the retail environment, thoughts and ideas of the consumer and the actual smartwatch technology to facilitate information retrieval via smartwatches in a shopping environment. This enables the smartwatch to become a smart shopping device.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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