Round or Square? How Screen Shape Affects Utilitarian and Hedonic Motivations for Smartwatch Adoption

This study explores whether screen shape influences smartwatch adoption by proposing an extended technology acceptance model that integrates an empirical comparison between round and square screens with utilitarian and hedonic motivations for higher usage intention. To verify the statistical validity of the proposed model, a structural equation modeling analysis is conducted on data collected from a between-subjects experiment (N = 200) in which participants trialed a smartwatch with either a round or square screen to retrieve health information cumulated from the physical activity during the experiment. Results indicate that a round screen, compared with a square screen, is more effective in promoting smartwatch adoption by enhancing the device's hedonic qualities. However, a round screen is found to reduce the controllability of the device, although such a utilitarian quality still positively influences the adoption process. Implications of the study findings and directions for future research are discussed.