An empirical study of factors determining wearable fitness tracker continuance among actual users Online publication date: Fri, 17-May-2019
by Kokil Jain; Isha Sharma; Gurinder Singh
International Journal of Technology Marketing (IJTMKT), Vol. 13, No. 1, 2018
Abstract: Wearable fitness devices have been gaining popularity among fitness conscious consumers. This study uses the theory of planned behaviour, expectation - confirmation theory and regulation of motivation to explore the factors governing the intention to continue using wearable fitness tracker (WFT) among its users. In addition, the study proposes to explore the effect of healthology and gadget love which were both found to have a positive influence on attitude towards WFTs. The data was collected from 263 respondents through a survey and proposed model was designed using Structural Equation Modelling and tested using AMOS21. The results suggest attitude to be the strongest predictor of WFT continuous usage. Perceived behavioural control, satisfaction and regulation of motivation also significantly affect intention to continue using WFT. The results do not suggest any significant influence of subjective norms, implying that usage continuance can be a self determined behaviour.
Online publication date: Fri, 17-May-2019
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