Effects of customization and personalization affordances on perceived value and continuance intention of smartwatch use

While there have been numerous studies investigating the continuance intention to use smartwatches, how this intention is influenced by customized and personalized affordances enabled by smart technology remains largely unclarified. This study examines how the two affordances impact continuance intention to use smartwatches through increased perceived value better to understand the role of smart technology in smartwatch usage. It also considers the moderating effect of health status. The model is validated using structural equation modeling and data from 321 smartwatch users from China. The results indicate that (1) perceived value, including health and hedonic values, is positively associated with continuance intention; (2) the relationships between customization and personalization affordances and continuance intention are mediated by perceived value; (3) these relationships are moderated by health status. These findings have significant theoretical and practical implications for smartwatch users, companies, developers, and healthcare providers.