Title: Taking charge of my health in my way! Exploring consumers' continuous usage intention and brand loyalty toward health wearable devices: a hybrid method of PLS-SEM and artificial neural network

Authors: Zhucheng Shao; Jessica Sze Yin Ho; Nguyen Xuan Truong; Dang Van My; Garry Wei-Han Tan

Addresses: School of Social Sciences, Edinburgh Business School, Heriot-Watt University Malaysia, Putrajaya, Malaysia ' School of Social Sciences, Edinburgh Business School, Heriot-Watt University Malaysia, Putrajaya, Malaysia ' University of Finance – Marketing, Ho Chi Minh City, Vietnam ' University of Finance – Marketing, Ho Chi Minh City, Vietnam ' Centre for Business Informatics and Industrial Management (CBIIM), UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia; Department of Marketing, The University of Jordan, Amman, Jordan; Faculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Kuching, Malaysia; College of Business Administration, Adamson University, Manila, Philippines

Abstract: Facing the low continuous use intention on health wearable devices (HWDs) today, this study evaluates the effects of both individual and technical attributes on perceived satisfaction, thus affecting brand loyalty and continuous use intention by extending the stimulus-organism-response (S-O-R) theory. An online self-administered questionnaire, consisting of 360 valid responses, is adopted for data collection and then conducts a hybrid analytical method that combines partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN). The findings show that health-consciousness, convenience, measurement accuracy and affordance significantly affect perceived satisfaction, which in turn affects brand loyalty and continuous use intention. Besides, brand loyalty positively relates to ongoing use intention. This study strengthens the role of S-O-R theory in continuous behavioural intention on HWDs by integrating individual and technical attributes and provides practical suggestions to manufacturers for enhancing consumer satisfaction and brand loyalty.

Keywords: health wearable devices; HWDs; continuous use intention; brand loyalty; stimulus-organism-response theory; PLS-SEM-ANN; consumer behaviour.

DOI: 10.1504/IJMC.2026.150469

International Journal of Mobile Communications, 2026 Vol.27 No.1, pp.25 - 51

Received: 01 Oct 2023
Accepted: 28 Oct 2024
Published online: 15 Dec 2025 *

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