Conventional vs. disruptive products: a wearables and insideables acceptance analysis

Abstract

Determining the peculiarities of the technological acceptance of disruptive vs. conventional products is a need for both academics and practitioners. Forecasting how consumers will behave with emerging disruptive technology products is key to successfully launching them on the market. The UTAUT2 model has been widely used for new technologies, but not yet to compare conventional and disruptive technology products. A survey comparing the acceptance of wearables and insideables, which are implantable technologies aimed at human augmentation, was carried out. The sample consisted of 1,563 higher-education students in 7 countries. The findings show similarities and differences in expected behaviours with regard to conventional (wearables) and disruptive (insideables) technologies. The explanatory power of the model could be very valuable for both research and business decision-making in this field.

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