An important field of research now is how smartwatches are being adopted and used in variouscultural situations. The adoption of smartwatches among Pakistani consumers is the subject ofthis study, with an emphasis on understanding the behavioral intents and usage patternsinfluenced by cultural customs and lifestyle preferences. Semi-structured interviews and qualitative questionnaires were employed in the study's qualitative research approach to extract insights from a diverse group of individuals. The research utilized qualitative methods, gathering in-depth and nuanced information from Pakistani users through semi-structured interviews and qualitative questionnaires. The data was subjected to thematic analysis, which revealed recurrent themes that provide insights into the variables impacting the adoption and sustained use ofsmartwatches.Five main themes emerged from the participants after thematic analysis. It was revealed that smartwatches were helpful in encouraging better lifestyles because they could beused as health-monitoring devices to actively control their fitness-impacting lifestyles. Users were able to smoothly incorporate technology into their fashion choices thanks to smartwatches, which wereseen as extensions of personal style. Participants praised the ease of managing tasks and notifications straight from the wrist, which facilitated effective time management. Withfeatureslike stresstracking and relaxation activities, smartwatches act as instruments for reducingstress.Participants praised smartwatches for helping them stay connected and organized whileretaining a professional demeanor. The findings were interpreted using a comprehensiveframework basedon the Affordance theory. The themes that were found reflected the perceived benefits that smartwatches are thought to provide, directing users towards activities based on thefunctionality they perceive. By illuminating the complex relationships between perceived affordances and behavioral intentions, this framework improved our knowledge of how cultural practices and lifestyle preferences interact with the adoption of technology. The results highlightthe mutually beneficial interaction between technology, culture, and personal goals whilehighlighting the roleof perceived affordances in influencing users' intents and actions. These observations offer invaluable advice for designers, academics, and stakeholders looking toimprove user experiences across various cultural contexts as smartwatches continue to reshape personal interactions with technology.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-125987 |
| Date | January 2023 |
| Creators | Raza, Sehrish |
| Publisher | Linnéuniversitetet, Institutionen för informatik (IK) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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