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Licensed Unlicensed Requires Authentication Published by Oldenbourg Wissenschaftsverlag August 16, 2016

Fashion or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented Reality Smart Glasses

Philipp A. Rauschnabel, Daniel W. E. Hein, Jun He, Young K. Ro, Samir Rawashdeh and Bryan Krulikowski
From the journal i-com


Smart glasses are a new family of technological devices that share several characteristics with conventional eyeglasses. Yet, little is known about how individuals process them. Drawing upon categorization theories and prior research on technology acceptance, the authors conduct two empirical studies to show that (a) smart glasses are perceived as technology but vary in their degree of fashion, (b) the perception of smart glasses determines the factors that explain adoption intention, and (c) a majority of consumers process smart glasses as a combination of fashion and technology (“fashnology”), whereas a smaller number of consumers perceive them exclusively as technology or fashion, respectively.

  1. Conflict of interest: We do not have any conflicts of interest and did not receive funding for this research. The data used in Study 2 has already been used in a second manuscript [67]. A copy of this manuscript was shared with the guest editors of this special issue, and all authors of Rauschnabel et al. [67] are also authors of this study.


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Published Online: 2016-08-16
Published in Print: 2016-08-01

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