Figure 4
The figure shows four graphs arranged in a two-by-two grid. The details of each graph are as follows: All the graphs have the vertical axis labeled “M R P,” with the categories from top to bottom as “Negative,” “Neutral,” and “Positive.” The horizontal axis is labeled “M T P,” and has two categories from left to right: “Low” and “High.” A table is displayed inside each graph area. The cell details for the graphs are as follows: Top left graph: Fitness Tracking. Row 1, Column 1: Negative, Low: Frictions. Row 1, Column 2: Negative, High: Obstacles. Listed period: 2021. Row 2, Column 1: Neutral, Low: Indifferents. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed periods: 2022, 2023. Row 3, Column 1: Positive, Low: Promises. Row 3, Column 2: Positive, High: Delights. Listed period: 2024. A downward arrow from “2021” in Negative, High points to “2022, 2023” in Neutral, High. A downward arrow from “2022, 2023” points to “2024” in Positive, High. Top right graph: Price or Value. Row 1, Column 1: Negative, Low: Frictions. Listed periods: 2021, 2022. Row 1, Column 2: Negative, High: Obstacles. Row 2, Column 1: Neutral, Low: Indifferents. Listed period: 2023. Row 2, Column 2: Neutral, High: Sleeping Beauties. Row 3, Column 1: Positive, Low: Promises. Listed period: 2024. Row 3, Column 2: Positive, High: Delights. A downward arrow from “2021, 2022” in Negative, Low points to “2023” in Neutral, Low. A downward arrow from “2023” points to “2024” in Positive, Low. Bottom left graph: App Compatibility. Row 1, Column 1: Negative, Low: Frictions. Row 1, Column 2: Negative, High: Obstacles. Row 2, Column 1: Neutral, Low: Indifferents. Listed periods: 2021, 2022. Row 2, Column 2: Neutral, High: Sleeping Beauties. Row 3, Column 1: Positive, Low: Promises. Listed periods: 2023, 2024. Row 3, Column 2: Positive, High: Delights. A downward arrow from “2021, 2022” in Neutral, Low points to “2023, 2024” in Positive, Low. Bottom right graph: User Interface. Row 1, Column 1: Negative, Low: Frictions. Listed period: 2024. Row 1, Column 2: Negative, High: Obstacles. Row 2, Column 1: Neutral, Low: Indifferents. Listed period: 2023. Row 2, Column 2: Neutral, High: Sleeping Beauties. Row 3, Column 1: Positive, Low: Promises. Row 3, Column 2: Positive, High: Delights. Listed periods: 2021, 2022. An upward arrow from “2023” in Neutral, Low points to “2024” in Negative, Low. A diagonal upward arrow from “2021, 2022” in Positive, High points to “2023” in Neutral, Low.Examples of four key attributes of the smartwatch product (fitness tracking, price/value, app compatibility, user interface) demonstrating their shift across different categories of the KA-VoC Map over the four periods of analysis. The boxes within the KA-VoC Maps indicate the years during which each attribute was classified in the corresponding category. Source: Authors’ own work