Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology
Article
Rana, Avinash, Soodan, Vishal, Kumar, Ashwani, Jayawardena, Nirma Sadamali, Thaichon, Park, Gupta, Kamal and Rana, Nripendra P.. 2024. "Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 34 (3), pp. 366-392. https://doi.org/10.1080/21639159.2024.2326496
| Article Title | Identifying the influence of obsolescence risk and health beliefs in fitness wearable healthcare technology |
|---|---|
| ERA Journal ID | 125176 |
| Article Category | Article |
| Authors | Rana, Avinash, Soodan, Vishal, Kumar, Ashwani, Jayawardena, Nirma Sadamali, Thaichon, Park, Gupta, Kamal and Rana, Nripendra P. |
| Journal Title | Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao) |
| Journal Citation | 34 (3), pp. 366-392 |
| Number of Pages | 27 |
| Year | 2024 |
| Publisher | Taylor & Francis |
| Place of Publication | United States |
| ISSN | 1229-7119 |
| 2163-9159 | |
| 2163-9167 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1080/21639159.2024.2326496 |
| Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/21639159.2024.2326496 |
| Abstract | This study aimed to examine factors influencing the adoption of fitness wearable technologies (FWTs) by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2). A survey was conducted with 574 fitness wearable users in India to test a conceptual Fitness Wearable Adoption Model (FWAM) incorporating additional constructs of obsolescence risk, health belief, and perceived accuracy alongside UTAUT2 variables. Structural equation modeling revealed performance expectancy, effort expectancy, social influence, hedonic motivation, price value, health belief, and obsolescence risk positively affected adoption intentions, while perceived security had no effect. Perceived accuracy mediated the impact of performance expectancy, while price value mediated the relationship between obsolescence risk and intentions. The research makes key contributions by adapting UTAUT2 to a new context, integrating additional adoption factors, identifying mediating mechanisms, and revealing moderating effects of age. Findings provide valuable insights into consumer acceptance of fitness wearables that can inform strategies for manufacturers, marketers, and health practitioners to promote adoption. A major focus of the investigation is to develop strategies for increasing the adoption of wrist-worn fitness technology that provides an opportunity for fitness wearable technology manufacturers to strengthen relationships with older age groups through effective communication techniques. |
| Keywords | fitness wearables; Technology adoption; purchase intentions; health belief; obsolescence |
| Contains Sensitive Content | Does not contain sensitive content |
| ANZSRC Field of Research 2020 | 350607. Marketing technology |
| Byline Affiliations | JAIN Deemed to be University, India |
| Indian Institute of Management Rohtak, Inia | |
| University of Bradford, United Kingdom | |
| School of Business | |
| Maharaja Agrasen Institute of Management Studies, India | |
| Qatar University, Qatar |
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