The increasing importance of technology in people's life and its influence over human behaviour has been acknowledged but still requires further research into how people incorporate technology into their lives. Since technology’s ubiquity, new communications and connections between individuals and objects have emerged, leading into a new category of smart objects known as Internet of Things (IoT). Despite existing research about individuals' adoption of technology, little research has been done about adoption and use of smart technology. In order to provide a more focused perspective to analyse this type of technology influence, fitness wearable devices were selected as the vehicle for investigation. Owing to the novelty of the topic of study, an exploratory research was conducted, so as to deepen our understanding of the awareness and potential adoption of fitness wearables devices. This research comprised a cross-sectional study where data from young and cosmopolitan Spanish individuals aged between 25 and 35 were collected. The primary research was conducted in two different cities (Toledo and Madrid) where qualitative tools (focus groups and in-depth interviews) were used in the data gathering process. Grounded theory was the analytical technique employed for this study, which enabled the research questions to be answered. The findings suggested that the UTAUT model should be reviewed and adapted to the contemporary digital technological society. Additionally, this research has moved forward knowledge on smart technologies adoption. All in all, this dissertation advanced the study of individuals' smart technology adoption and the importance of providing a valid framework of study. Furthermore it proposed several directions for future research, such as the adoption of disruptive technologies by markets and society or the use of smart technologies for monitoring vulnerable people.
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Rodriguez, Candelas
Business
MSc Marketing
2016
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