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Luxury in female technology (FemTech): Selection of smart jewelry for women through BCM-MARCOS group decision-making framework with fuzzy ZE-numbers

Author

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  • Haseli, Gholamreza
  • Yaran Ögel, İlkin
  • Ecer, Fatih
  • Hajiaghaei-Keshteli, Mostafa

Abstract

As an extension of wearable technology devices, smart jewelry has grasped the attention of women looking for both stylish and smart devices. Though smart jewelry is designed for women desiring to use wearable technologies without sacrificing their style, extant studies on smart jewelry lack a women-centered approach. Moreover, in the face of accelerated race in the launch of new smart jewelry in the marketplace, current approaches in the relevant literature on determining key evaluation criteria regarding smart jewelry and selecting the best alternative for women remain incapable. In this research, therefore, three main criteria, including jewelry-related, technology-related, and producer-related criteria, are initially determined, and seventeen sub-criteria are identified based on a review of relevant literature and experts~ opinions and knowledge. Then, four smart jewelry alternatives, including Bellabeat-Ivy Health Tracker, Totwoo We Bloom Smart Bracelet, Ringly Luxe Smart Bracelet, and Ringly Go Smart Bracelet, are chosen for analysis due to their technology and aesthetic design. Unlike prevailing studies, this study adopts the base-criterion method (BCM) and measurement of alternatives and ranking according to the compromise solution (MARCOS) with fuzzy ZE-numbers. The findings reveal that technology-related criteria are the most prioritized criteria by women. Further, activity tracking, price, and mobile alert are the first three critical sub-criteria in smart jewelry preference. Based on the overall evaluation, Ringly Luxe Smart Bracelet is the best smart jewelry for women. This research strongly contributes to extant literature as follows: (i) It provides a practical contribution to women in their smart jewelry selection processes and guides industrial practitioners, including smart jewelry designers and producers, in their design of smart jewelries that better satisfies the technological and aesthetic needs of women, and (ii) in terms of methodology, the proposed framework allows for the consideration of the degree of reliability of two different groups of decision-makers and experts for the decision-making process.

Suggested Citation

  • Haseli, Gholamreza & Yaran Ögel, İlkin & Ecer, Fatih & Hajiaghaei-Keshteli, Mostafa, 2023. "Luxury in female technology (FemTech): Selection of smart jewelry for women through BCM-MARCOS group decision-making framework with fuzzy ZE-numbers," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    • Handle: RePEc:eee:tefoso:v:196:y:2023:i:c:s0040162523005553
    DOI: 10.1016/j.techfore.2023.122870
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    References listed on IDEAS

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