Consumer Behavior

Post-Purchase Reviews: Owlet Smart Sock User Experiences

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Abstract

Consumers' online reviews play a significant role in conveying their specific needs and desires to be hard by both manufacturers and prospective consumers. The purpose of this research is to analyze consumers’ post-purchase behavior towards Owlet smart sock (OSS) and to investigate the factors influencing continued use. An integrated theoretical framework of the Unified Theory of Acceptance and Use of Technology 2,  and the privacy calculus model was used to focus on technology as well as privacy aspects of the use of OSS. 450 samples of online consumers review data were collected from Owletcare.com, and Amazon.com. The data compilation and analysis were done using Nvivo 11. Findings show that effort expectancy, price value, and performance expectancy played the most striking role during adoption, continued future use, and recommendation to others whereas perceived privacy risk had the least importance. Theoretical and practical implications provide a comprehensive guideline to the designers and manufacturers.

Keywords: Owlet Smart Sock, Wearable technology, SIDS, UTAUT2

How to Cite:

Hasan, M. & Stannard, C. R., (2022) “Post-Purchase Reviews: Owlet Smart Sock User Experiences”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13514