Techno-Paranoia, Techno-Fear and Narcissism as Determinants of Consumer Trust in Wearables

• Autorzy: Bogdan Gregor , Emilian Gwiaździński

Warianty tytułu

Techno-paranoja, techno-strach oraz narcyzm jako determinanty zaufania konsumentów w stosunku do urządzeń wearables

• Języki publikacji: EN

Abstrakty

EN

In the age of digital transformation and the transformation of traditional forms of communication between consumers and brands, wearables have successively become the next channel of contact after smartphones. On the basis of the literature review and an overview of the available devices of this type on the market, three categories of wearables have been identified: non-interfering (e.g. smart watches), indirect (protruding devices)applied to the body (e.g. smart tattoo, smart earrings) and interfering with the consumer's body (e.g. subcutaneous chips, implants on organs inside the body or brain). The purpose of this paper was to assess the level of trust in wearables technology and its determinants, such as the respondent's level of narcissism and fear of technology, using the constructs techno-paranoia and techno-fear among young respondents as examples. It turned out that out of the three tested predictors, only two of them turned out to be significant (techno-fear and techno-paranoia significantly (negatively) determine the level of trust). Techno-paranoia was significant for each of the three types of wearables technology, while techno-fear was only significant for non-invasive technologies. (original abstract)

W dobie transformacji cyfrowej i przekształcenia tradycyjnych form komunikacji między konsumentami a markami, kolejnym kanałem kontaktu zaraz po smartfonach sukcesywnie stały się urządzenia wearables. Na podstawie studiów literaturowych oraz przeglądu dostępnych urządzeń tego typu na rynku wyodrębniono trzy kategorie urządzeń wearables: nieingerujące w ciało (np. inteligentne zegarki), pośrednie (wystające urządzenia) nakładane na ciało (np. inteligentny tatuaż, inteligentne kolczyki kolczyki) oraz ingerujące w ciało konsumenta (np. chipy podskórne, implanty na organach wewnątrz ciała lub w mózgu). Celem artykułu było dokonanie oceny poziomu zaufania do technologii wearables oraz jego determinantów takich jak poziom narcyzmu respondenta oraz obawy przed technologią na przykładzie konstruktów: techno-paranoi oraz techno-strachu wśród młodych respondentów. Okazało się, że spośród trzech badanych predyktorów tylko dwa z nich okazały się istotne (techno-strach i techno-paranoja istotnie negatywnie determinują poziom zaufania). Techno-paranoja była istotna w przypadku każdego z trzech typów technologii wearables, natomiast techno-strach tylko w przypadku technologii nieinwazyjnych. (abstrakt oryginalny)

Słowa kluczowe

EN

High-tech; Trust; Technological development; Consumer behaviour

PL

Nowe technologie; Zaufanie; Rozwój technologiczny; Zachowania konsumenta

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2023
• Numer: nr 4 (50)
• Strony: 21--42

Twórcy

autor

Bogdan Gregor

• Uniwersytet Łódzki

autor

Emilian Gwiaździński

• Uniwersytet Łódzki

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Identyfikatory

DOI

10.2478/minib-2023-0021