Ciunova-Shuleska, AnitaOsakwe, Christian NeduPalamidovska-Sterjadovska, NikolinaOgunmokun, Oluwatobi A.Adeola, Ogechi2024-08-292024Anita Ciunova-Shuleska, Christian Nedu Osakwe, Nikolina Palamidovska- Sterjadovska, Oluwatobi A. Ogunmokun & Ogechi Adeola (2024): Fostering consumer acceptance of smart glasses: the moderating role of price sensitivity, Technology Analysis & Strategic Management, DOI: 10.1080/09537325.2024.2372780.0953-7325 (print)1465-3990 (online)10.1080/09537325.2024.2372780http://hdl.handle.net/2263/97919Smart glasses have not taken off globally as expected. Unfortunately, limited research exists on the factors critical to consumer acceptance of this novel technology. This study fills this gap by investigating how individuals perceive the usefulness and intention to use smart glasses. Using an augmented value-attitude-behaviour (VAB) model, we analyze Amazon Echo Frames to examine consumer utility perception. Wearable comfort, perceived fashionability, and lifestyle compatibility play a significant role in how valuable consumers find smart glasses. This, in turn, influences their attitude and intention to use. Interestingly, price sensitivity negatively moderates the link between perceived value and attitude toward the product but not attitude-intention to use. Overall, our findings explain 78.6% of why people may adopt smart glasses, offering valuable insights for both research and industry to improve their design and marketing strategies.en© 2024 Informa UK Limited, trading as Taylor & Francis Group. This is an electronic version of an article published in Technology Analysis and Strategic Management, vol. , no. , pp. , 2024, doi : 10.1080/09537325.2024.2372780. Technology Analysis and Strategic Management is available online at: http://www.tandfonline.comloi/ctas20.Smart glassesContext-specific factorsAugmented value-attitude-behaviour (VAB) modelConsumer acceptancePostprint Article