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EMAC 2019 Annual Conference

The Effect of Context-Awareness on New Product Diffusions

Published: May 28, 2019


Yusuf Oc, Bogazici University; Aysegul Toker, Bogazici University


Context-awareness; innovation; sports technologies


There is a new era of technology as a result of advancements in artificial intelligence and microsensors. Instant use of contextual data improves service customization with highly personalized feedbacks and objectives. Current literature lacks to incorporate the adoption of context-aware innovations. In an attempt to extend the current understanding of the intentions of using a context-aware technology from the consumer perspective, we used sports technologies as the study domain and created a new construct, named "Context Awareness," with four dimensions: tracking, coaching, sharing, and gamification. The purpose of this study is to understand the effects of context-aware characteristics on users’ adoption together with sports motivation and other innovation characteristics. The proposed model is empirically tested and findings reveal that the context-aware characteristics have a significant direct effect on the new product diffusions.