Title: Generation Y consumers' wearable activity-tracker adoption intention: applying the theory of planned behaviour

Authors: Chantel Muller; Ayesha Lian Bevan-Dye

Addresses: WorkWell Research Unit, Department of Marketing Management, School of Management Sciences, North-West University, Vanderbijlpark Campus, P.O. Box 1174, Vanderbijlpark, 1900, South Africa ' WorkWell Research Unit, Department of Marketing Management, School of Management Sciences, North-West University, Vanderbijlpark Campus, P.O. Box 1174, Vanderbijlpark, 1900, South Africa

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.

Keywords: wearable activity-tracking devices; South Africa; Generation Y consumers; technology adoption intention; theory of planned behaviour; consumer attitudes; subjective norms; perceived behavioural control; wearable technology; health management.

DOI: 10.1504/IJSMM.2023.130695

International Journal of Sport Management and Marketing, 2023 Vol.23 No.3, pp.204 - 228

Received: 05 May 2021
Received in revised form: 03 Mar 2022
Accepted: 11 May 2022
Published online: 03 May 2023 *

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