Modeling the Intention and Adoption of Wearable Fitness Devices: A Study Using SEM-PLS Analysis.

Wearable fitness devices (WFDs) are prevalent personal technology that empowers the users' management and supervision of their personal health. The current study explored the impact of health consciousness, health motivation, perceived cost, compatibility, usefulness, and perceived technology accuracy with the intention to use the WFDs. Furthermore, the users' conspicuous consumption and intention promote the usage of WFDs. A cross-sectional and quantitative research design was utilized for the current study, followed by data collection through social media and a final analysis with 1,071 samples data. The data analysis was accomplished with the partial least square regression structural equation modeling. The findings of this study revealed that the users' level of health consciousness, perceived compatibility, usefulness, perceived cost, and technology accuracy significantly influenced the intention to use WFDs. However, the conspicuous consumption and intention indicated the support for the usage behavior of the WFDs. This behavior significantly moderated the relationship between the intention and usage behavior for the WFDs. This study contributed to the theoretical realm for prompting the intention to use the WFDs with personal protection motivation that depicts the coping strategy and technology level attributes that form the intention to use WFDs. The WFDs manufacturers should therefore focus on developing WFDs features that harness usage behavior among the adults. Developing the personal responsibility to reduce the burden of the healthcare system and taking care of personal health could promote the usage of the WFDs.