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Article history: Received: 28 December, 2020 Accepted: 11 February, 2021 Online: 25 February, 2021 It has been observed that the smartwatches have emerged quickly on the digital era with the ability to significantly influence daily life and improve users’ wellbeing, decisions, and behaviour. Nonetheless they are in their stages of adoption, smartwatches are marked the most widespread type of wearable technologies. Considering this, present work has been carried out to intensify the scholarly understanding of determinants that affecting consumers’ behaviour of purchasing intention, to reach this objective, an integrated model based on Technology Acceptance Model (TAM) was designed and examined. An online questionnaire was utilized for the collected data (n=106). The empirical analysis based on partial least square method, using SmartPLS software. The findings exposed that visibility, social influence, and perceived ease of use are the proximate factors that drive adoption intention. Further, the analysis reveals that Consumers’ purchasing intention is significantly influenced by intention to use and cost. The extent of these factors is influenced by consumers’ perception of smartwatches as a technology and as a fashion accessory. Present study has also attempted to scholarly discuss the theoretical and managerial implications.

Determinants that Influence Consumers’ Intention to Purchase Smart Watches in the UAE: A Case of University Students