Ubiquitous technologies have changed the way consumers interact with technology products and with each other. The pervasiveness of these technologies is changing the extent to which individuals identify or disidentify with technologies, and in turn, consume or reject the technology product. Given the importance of identification for consumer product use and consumption, an understanding of disidentification that can lead to rejection and nonconsumption becomes equally important, especially with respect to ubiquitous technologies. This research draws on social identity theory and reactance theory to develop a disidentity framework for a ubiquitous consumer technology: a smartwatch. We investigate the factors that influence smartwatch disidentification, and in turn, nonconsumption. Findings suggest that smartwatch nonconsumption is strongly related to disidentification, which is due to intrusiveness, dissimilarity, disrepute, and indistinctiveness. In addition, we find that features specific to ubiquitous products—intrusiveness and privacy concern—show mixed results in relation to smartwatch disidentity. These findings have important implications for consumer brand identification, disidentification, and nonconsumption, as well as implications for marketers.

中文翻译：

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智能手表的不认同和不消费

无处不在的技术改变了消费者与技术产品以及彼此之间的交互方式。这些技术的普遍性正在改变个人对技术的认同或否认，进而消费或拒绝技术产品的程度。鉴于识别对消费品使用和消费的重要性，对可能导致拒绝和不消费的去识别的理解变得同样重要，特别是对于无处不在的技术。这项研究利用社会认同理论和电抗理论为无处不在的消费技术开发了一个不认同框架：智能手表。我们调查了影响智能手表识别的因素，进而影响非消费。研究结果表明，智能手表的非消费与去识别化密切相关，这是由于侵入性、差异性、声名狼藉和不区分性造成的。此外，我们发现无处不在的产品特有的特性——侵入性和隐私问题——与智能手表的不认同有关的结果好坏参半。这些发现对消费者品牌识别、去识别和非消费以及对营销人员的影响具有重要意义。