Perceived product attributes towards actual usage of smart jewellery: Extending the UTAUT theory with EFA consumer needs model

H. A. Dimuthu Maduranga Arachchi and G. D. Samarasinghe

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 4, 481-515

Abstract: The integration of IoT and AI, as emerging technologies, has led to the development of wearable devices such as smart jewellery, particularly appealing to Generation Z, a distinct age cohort in tech-driven consumer markets. However, there is a noticeable lack of research examining the intrinsic, need-based antecedents of acceptances and actual usage of smart jewellery among Gen Z consumers. Moreover, existing studies that employ UTAUT-based predictors in similar contexts have demonstrated limited explanatory power in regarding the actual usage of wearable devises. To address this gap in the literature, the current study applies the Unified Theory of the Acceptance and Use of Technology (UTAUT), the Functionality, Expressiveness and Aesthetics (FEA) consumer needs model framework and Generational Cohort Theory. A quantitative survey strategy was employed, and data from a representative sample of 481 Gen Z consumers were analysed using Smart PLS-SEM. The results indicate that perceived functionality, perceived compatibility and perceived aesthetics have a significant positive relationship with performance expectancy and effort expectancy. Furthermore, perceived compatibility and perceived aesthetics indirectly influence the actual usage of smart jewellery through attitudes towards smart jewellery among Gen Z consumers. The findings offer theoretical, practical and social implications, and suggest several directions for future research. The UTAUT model, EFA-based consumer needs framework and Generation Cohort Theory can be integrated and effectively predict actual usage of smart technologies among Gen Z consumers.Need-based antecedents enhance effort expectancy and performance expectancy, which subsequently influence attitudes toward technology and ultimately drive actual usage, forming a sequential chain of relationship.Smart jewellery holds strong appeal for Gen Z due to their unique perceptions, as well as their social, and environmentally conscious attitudes.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2025.2553565 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:35:y:2025:i:4:p:481-515

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2025.2553565

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().