Extending the Value-Based Adoption Model for Fitness Wearable Adoption: The Mediating Role of Consumer Attitude and the Influence of Health Consciousness

Abstract

With the rising popularity of fitness wearable technologies, it has become imperative to understand the drivers and barriers for acceptance by consumers. Based on the above, this study aimed to adapt the Value Based Adoption Model (VAM) and introduce consumer attitude as a mediator between the perception of value and adoption intention, as well as adding a predictor of health consciousness to the model. The study used a quantitative research type with cross-sectional approach, and structured questionnaires were used in collecting data from the participants of the research which amounted to 400 respondents. These results suggest that the perceived benefits have a positive effect on values, whereas the sacrifices negatively predict values. Consumer attitude plays a partial intermediary role in the process of value and consumer's adoption intention; value significantly affected the consumer's attitude and adoption intention. Compared with those who are not health conscious, consumers who are health conscious are also positive in terms of consumer attitude and consumer adoption intention. The study is expected to be a major addition to technology adoption studies by providing a long runway on the adoption of fitness wearables amongst consumers.