Continued use of wearable fitness technology: A value co-creation perspective

Abstract

Despite the widespread adoption of the wearable fitness tracker (WFT), the phenomenon of acceptance-discontinuance has limited their value. This phenomenon has called attention to the issue of continued WFT use, with emphasis on how the value of the WFT can be sustained. Using the concept of value co-creation, this research aims to understand the effects of actor-to-actor interactions on continued use of a WFT, with a specific focus on the interactions generated through two WFT services: choice and involvement of dietitians. Considering a WFT’s service system as part of the greater healthcare ecosystem, this paper also considers the moderating role of self-efficacy in health management as an internal factor and healthcare system satisfaction as an external factor. A randomized experimentation using a scenario-based survey was conducted, and the data generated by 423 participants were analyzed. The results emphasize the significant positive effect of dietitian involvement on users’ intentions to continue using their WFT. Dietitian involvement not only improves continued use intention, but also realizes the effect of choice. The positive effect of dietitian involvement is robust, regardless of user satisfaction with the healthcare service system. Self-efficacy in health management also plays a key role in positively moderating the effect of choice on continued use intention. This study expands information system literature by providing theoretical insights into continued use from the perspective of value-co-creation. Our findings also have implications for the development of service systems for fitness wearables.