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Behavioural Intention of Customers Towards Smartwatches in an Ambient Environment Using Soft Computing: An Integrated SEM-PLS and Fuzzy Rough Set Approach

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  • Gladys Gnana Kiruba B.

    (Vellore Institute of Technology, India)

  • Debi Prasanna Acharjya

    (Vellore Institute of Technology, India)

Abstract

The growth of new technologies and ambient intelligence is an emerging technology that enhances our life by adding sensors and networks. Ambient technology is a revolution on smart devices that makes human life efficient. Smartwatches are one that provides flexibility in people's daily lives by adopting sensing and reasoning of their activities and the surrounding environment. Analyzing a customer's behaviour towards smartwatches that use ambient intelligence is a critical issue. This article analyses the behavioural intention of customer satisfaction towards smartwatch users in an ambient environment with the help of structured equation modeling using partial least squares and fuzzy rough sets. The structural equation modeling is used to check the reliability and validity of the constructs whereas a fuzzy rough set is used for rule generation and studying customer satisfaction. This enhances the personalization of human beings with the assistance of human-computer interaction capabilities of ambient intelligence.

Suggested Citation

  • Gladys Gnana Kiruba B. & Debi Prasanna Acharjya, 2020. "Behavioural Intention of Customers Towards Smartwatches in an Ambient Environment Using Soft Computing: An Integrated SEM-PLS and Fuzzy Rough Set Approach," International Journal of Ambient Computing and Intelligence (IJACI), IGI Global, vol. 11(2), pages 80-111, April.
    • Handle: RePEc:igg:jaci00:v:11:y:2020:i:2:p:80-111
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    Cited by:

    1. Said Salloum & Amina Al Marzouqi & Khaled Younis Alderbashi & Fanar Shwedeh & Ahmad Aburayya & Mohammed Rasol Al Saidat & Rana Saeed Al-Maroof, 2023. "Sustainability Model for the Continuous Intention to Use Metaverse Technology in Higher Education: A Case Study from Oman," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    2. Gaurav Nagpal & Anup Kumar Ray & Nitisha Kharkwal & Naga Vamsi Krishna Jasti & Ankita Nagpal, 2022. "Challenges in Adoption of Business Analytics by Small Retailers: An Empirical Study in the Indian Context," International Journal of E-Adoption (IJEA), IGI Global, vol. 15(2), pages 1-14, December.

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