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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

Philipp A. Rauschnabel is an Assistant Professor of Marketing at University of Michigan-Dearborn (USA). His research addresses contemporary issues in wearable technologies, new media and branding. He frequently presents research findings on academic and industrial conferences and consults organizations in the fields of media, strategy, market research, and branding. Blog: http://www.philipprauschnabel.com

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, Daniel W. E. Hein

Daniel W. E. Hein is research assistant and PhD candidate at the University of Bamberg at the chair of Prof. Dr. Björn Ivens. His research focus lies on the management of customer relations and the impact of business digitization thereon, as well as how digitization affects further aspects of Marketing. He participates in the research project “Kompetenzzentrum für Geschäftsmodelle in der digitalen Welt” run by the Fraunhofer Institute for Integrated Circuits (IIS) in cooperation with the University of Bamberg. He is involved in teaching courses for both graduate and undergraduate students.

, Jun He

Jun He is an Associate Professor of MIS in the College of Business at the University of Michigan-Dearborn. He received his M. B. A. from Tsinghua University (China) and his Ph. D. from the University of Pittsburgh. His research interests include technology acceptance, healthcare systems, team behavior and project management, and research methodology. He has presented a number of papers at many national and international conferences, published in numerous journals such as Communications of the Association for Information Systems, Health and Technology, Information and Management, Journal of Management Information Systems, Omega, and in two books: Current Topics in Management, and Planning for IS.

, Young K. Ro

Young K. Ro, Ph. D., Associate Professor of Operations Management at the University of Michigan-Dearborn College of Business. He holds B. S. and M. S. in industrial engineering from Purdue University and a Ph. D. in industrial and operations engineering from the University of Michigan. Presently, he is engaged in several research projects concerning the role of smart glasses in businesses.

, Samir Rawashdeh

Samir Rawashdeh, PhD., is an Assistant Professor in Electrical and Computer Engineering at the University of Michigan in Dearborn. He completed his BS in Electrical Engineering at the University of Jordan in 2007, and earned the MS and PhD in Electrical and Computer Engineering at the University of Kentucky in 2010 and 2013, respectively. During his graduate and post-doctoral work at the University of Kentucky Space Systems Laboratory, he took part the design, development, testing, and execution of several aerospace missions, including two Satellites and the a research platform on the International Space Station. At Michigan, his research focus and interests include Wearable Technology, Unmanned Aerial Vehicles, and Automotive Systems.

and Bryan Krulikowski

Bryan Krulikowski is senior vice president at Morpace. After graduation from University of Michigan-Dearborn and professional experience at Harris Interactive, Inc. and J. D. Power and Associates, Bryan continued his career with Morpace for nearly ten years as leader of the Automotive & Technology Research team. His research experience covers a wide range of methodologies with an emphasis on product development research, especially related to alternative powertrains and vehicle connectivity. He has authored several syndicated studies over the past several years related to these (and other) topics.

From the journal i-com

Abstract

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.

About the authors

Philipp A. Rauschnabel

Philipp A. Rauschnabel is an Assistant Professor of Marketing at University of Michigan-Dearborn (USA). His research addresses contemporary issues in wearable technologies, new media and branding. He frequently presents research findings on academic and industrial conferences and consults organizations in the fields of media, strategy, market research, and branding. Blog: http://www.philipprauschnabel.com

Daniel W. E. Hein

Daniel W. E. Hein is research assistant and PhD candidate at the University of Bamberg at the chair of Prof. Dr. Björn Ivens. His research focus lies on the management of customer relations and the impact of business digitization thereon, as well as how digitization affects further aspects of Marketing. He participates in the research project “Kompetenzzentrum für Geschäftsmodelle in der digitalen Welt” run by the Fraunhofer Institute for Integrated Circuits (IIS) in cooperation with the University of Bamberg. He is involved in teaching courses for both graduate and undergraduate students.

Jun He

Jun He is an Associate Professor of MIS in the College of Business at the University of Michigan-Dearborn. He received his M. B. A. from Tsinghua University (China) and his Ph. D. from the University of Pittsburgh. His research interests include technology acceptance, healthcare systems, team behavior and project management, and research methodology. He has presented a number of papers at many national and international conferences, published in numerous journals such as Communications of the Association for Information Systems, Health and Technology, Information and Management, Journal of Management Information Systems, Omega, and in two books: Current Topics in Management, and Planning for IS.

Young K. Ro

Young K. Ro, Ph. D., Associate Professor of Operations Management at the University of Michigan-Dearborn College of Business. He holds B. S. and M. S. in industrial engineering from Purdue University and a Ph. D. in industrial and operations engineering from the University of Michigan. Presently, he is engaged in several research projects concerning the role of smart glasses in businesses.

Samir Rawashdeh

Samir Rawashdeh, PhD., is an Assistant Professor in Electrical and Computer Engineering at the University of Michigan in Dearborn. He completed his BS in Electrical Engineering at the University of Jordan in 2007, and earned the MS and PhD in Electrical and Computer Engineering at the University of Kentucky in 2010 and 2013, respectively. During his graduate and post-doctoral work at the University of Kentucky Space Systems Laboratory, he took part the design, development, testing, and execution of several aerospace missions, including two Satellites and the a research platform on the International Space Station. At Michigan, his research focus and interests include Wearable Technology, Unmanned Aerial Vehicles, and Automotive Systems.

Bryan Krulikowski

Bryan Krulikowski is senior vice president at Morpace. After graduation from University of Michigan-Dearborn and professional experience at Harris Interactive, Inc. and J. D. Power and Associates, Bryan continued his career with Morpace for nearly ten years as leader of the Automotive & Technology Research team. His research experience covers a wide range of methodologies with an emphasis on product development research, especially related to alternative powertrains and vehicle connectivity. He has authored several syndicated studies over the past several years related to these (and other) topics.

  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

© 2016 Walter de Gruyter GmbH, Berlin/Boston

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