Amalgamation of Technology Adoption Model (TAM) and Conjoint Analysis to Understand Consumers’ Perception of Wearable Health-Tech Devices

Abstract

Wearable health-tech devices (WHTD) are increasingly used by individuals for early identification of symptoms and treatment. This study investigates the factors influencing consumers' attitudes and intentions towards adopting WHTD in the southern states of India. The research study uses the Technology Acceptance Model (TAM) and conjoint analysis. Data was collected from 259 respondents through a structured questionnaire. Structural equation modelling was employed to analyze the data. The findings reveal that perceived benefits, technology characteristics, individual characteristics, health interests, and perceived risk significantly influence consumers' attitudes towards WHTD and their intention to adopt these devices. The conjoint analysis revealed that tracking heart rate, steps, and breathing were considered the most important attributes for a WHTD. The study provides valuable insights for marketers and developers to understand the drivers and preferences of consumers regarding WHTD, which can contribute to the design and promotion of innovative wearable healthcare technologies. This study used an amalgamation of the Technology Acceptance Model and Conjoint Analysis to understand the factors influencing the adoption of WHTD. The study further explores the combination of features that consumers prefer in these devices, which provides valuable insights into the design and manufacture of the WHTD.