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Does my Dog Really Need a Gadget?: What can we learn from pet owners’ amotivations for using pet wearables?

Kopo M. Ramokapane, Dirk van der Linden, Anna Zamansky

This paper investigates the barriers to the adoption of pet wearables by pet owners, specifically focusing on “amotivations” – reasons for not purchasing or using these devices. Through a study involving 200 pet owners, the research found that perceived lack of durability and high entry cost are the main barriers to adoption. The qualitative analysis further revealed a complex interplay of various concerns, including cost, durability, welfare, perceived usefulness, accuracy, privacy, technophobia, lack of information, and usability, which often interact and strengthen each other, creating a “snowball effect” that hinders adoption. The study contributes to understanding what constitutes “deal-breakers” for pet owners, suggesting that manufacturers need to address these interconnected concerns.

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