Determinants of Fitness Wearable Adoption Among Existing Users in Bangalore: Integrating VAM, Consumer Attitude, and Health Consciousness

Abstract

It dissects the elements that impact the fitness wearable adoption among the present fitness wearers in Bangalore by combining the elements of the Value Based Adoption Model, Consumer Attitude and Health consciousness. The research method used was quantitative, descriptive and cross-sectional with a purposive sampling technique for 400 respondents who used fitness wearables. Data collection of this study was primary data and obtained using a purposive sampling technique of 400 respondents who used fitness wearables. The results demonstrate that perceived value, consumer attitude, and health consciousness are the best predictors of the intention to use fitness wearables going forward. The cohesive model is very explanatory of the post-adoption behaviour. The research has crucial implications for wearable technology manufacturers, health professionals and policy makers in the area of promoting prolonged use of wearable technology and bolstering digital health programs.