Abstract
Smartwatches are one of the increasingly ubiquitous smart devices in our lives today. However, unlike other devices, they are closely connected to their user with non-verbal communication cues (sensory and gesture) associated with intimacy and immediacy in interpersonal communication, making them more susceptible to personification. While human–machine interaction research paid considerable attention to the attribution of human characteristics to non-human agents in various contexts, little attention has been given to smart wearable devices in close physical proximity to the user with such embedded cues. To address this gap, this study examines the likelihood and the underlying factors for smartwatch anthropomorphism through the CASA framework and the three-factor theory of anthropomorphism. Using an online survey of smartwatch users who have the raise-to-wake feature activated, the study identifies two effectance motivations (need for affect and uncertainty avoidance) and situational motivations (chronic loneliness and social connectedness) influencing smartwatch anthropomorphism. Duration of use was also a significant predictor. Gender and income were significant moderators for chronic loneliness and direct reflection of anthropomorphism. Income was a significant moderator for uncertainty avoidance and direct reflection of anthropomorphism. Age was a significant moderator for the need for affect and awareness of agency. Theoretical and practical implications are discussed.