Generation Y consumers' wearable activity-tracker adoption intention: applying the theory of planned behaviour
by Chantel Muller; Ayesha Lian Bevan-Dye
International Journal of Sport Management and Marketing (IJSMM), Vol. 23, No. 3, 2023

Abstract: The growing demand for wearable activity-tracking devices with an increasing number of manufacturers entering the industry has led to a progressively competitive global WAT market. The emerging South African market is manifesting as an important target market, particularly the sizable Generation Y consumer segment with their known affinity for technological devices. Appealing to this segment necessitates having a clear understanding of their adoption intentions of such devices. In addressing this, this study applied an adapted version of the theory of planned behaviour to determine the influence of subjective norms, perceived behavioural control and attitudes on South African Generation Y consumers' WAT adoption intentions. A descriptive research design guided the study and the results obtained from a sample of 462 respondents indicate that this adapted version of the theory of planned behaviour is an effective forecasting tool for their behaviour. This, in turn, gives rise to several managerial and theoretical implications.

Online publication date: Wed, 03-May-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com