... on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested. The model...

... Management Type, Lurker Type, SNS Enjoyer and Relationship Focus Type, and Social Value Orientation Type. Further, there was a significant difference in “Relational Identity” among user types. Regarding personality, the extraversion of Type III appeared to be the highest, and the extraversion of Type II...