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Cruz Cárdenas, Jorge
Drivers for the Intention to Buy Wearables in a Latin American Country
2025
,
Cruz Cárdenas, Jorge
,
Andrés Palacio-Fierro
,
Ramos Galarza, Carlos
,
Guacyra Nascimento-Queiroz
The daily conduct of millions of people worldwide demonstrates the profound impact of technology on contemporary civilization. Wearables are a prominent example of this transformation. Due to their significance, companies in this sector are considering nearly tripling their sales of these devices by 2028. However, understanding the factors that influence user adoption has become crucial. Most studies have been conducted in developed countries, so this research aims to explore these factors in a developing country to determine if there are differences compared to developed nations. The study uses a personal survey with a sample of 360 individuals and employs a multiple approach for the prediction model. Results show that an innovative attitude and hedonic motivation are key drivers in predicting the intention to buy wearable technology devices. The main conclusion of this study is that certain factors do not contribute to explaining the intention to purchase wearables in developing countries, as they do in higher-income nations. This finding suggests a need to adjust marketing strategies to better target Latin American markets