Abstract
Wearable activity-tracking devices such as pedometers, fitness bands and watches, heart-rate monitoring chest straps and armbands, various types of activity-sensing clothing and the like, are increasing in popularity amongst consumers on a global scale. Among all wearable technology, fitness trackers remain the biggest wearables category by unit sales in 2019, with an estimated revenue potential of 2.66 billion US dollars. However, despite this significant global interest, the adoption rate of these devices is slow amongst South African consumers. The consumer segment most likely to adopt a wearable activity tracker is young, high-income individuals, which are epitomised by Generation Y consumers, especially the student portion of this market segment since they are characterised by high future earning probability. With the lack of research regarding the adoption of wearable activity trackers, this study explores the influence of device design aesthetics and brand name on Generation Y consumers’ intention to use wearable activity trackers. A self-administered questionnaire was used to survey a non-probability convenience sample of 480 students registered at three public South African higher education institutions (HEIs) within the Gauteng province. A descriptive research design and a quantitative research approach was followed, where the captured data were analysed using descriptive statistics, correlation analysis, reliability and validity measures and structural equation modelling. The findings indicate that design aesthetics and brand name significantly influence Generation Y students’ intention to use wearable activity-tracking devices. A device’s design aesthetics as well as brand name are significant in determining Generation Y students’ intention to use such tracking devices. As such, retailers and marketers should focus on enhancing design aesthetics and brand awareness of wearable activity-tracking devices when targeting the lucrative Generation Y student market segment.
Highlights
A wearable activity-tracking device, referred to as a fitness tracker, is an electronic device that can be worn on the body to measure one’s fitness-related movement and metrics in real time, whilst being able to connect to a computer or a smart phone through wireless connectivity mediums for the purpose of displaying and tracking the recorded information (Techopedia, 2018)
There is a possibility that other factors might contribute in explaining Generation Y students’ intention to use such devices
Similar to previous studies that emphasise the importance of both variables (Dehghani, 2018; Hernández & Küster, 2012; Grewal et al, 1998), the findings of this study indicate that design aesthetics and brand name have a significant influence on consumer’s intention towards wearable activity trackers
Summary
A wearable activity-tracking device, referred to as a fitness tracker, is an electronic device that can be worn on the body to measure one’s fitness-related movement and metrics in real time, whilst being able to connect to a computer or a smart phone through wireless connectivity mediums for the purpose of displaying and tracking the recorded information (Techopedia, 2018). These devices make use of accelerometers, altimeters, sensors and algorithms to track the number of steps taken, distance travelled, calories burnt (Beckham, 2012), record different sport sessions (Hong, 2015), static or optical heart-rate data (Rettner, 2014), as well as patterns and quality of sleep (Haslam, 2016). In addition to promoting healthier lifestyles, fitness trackers are used by consumers to make a fashion statement, which drives the significant need for fashionable fitness trackers (Weingus, 2015)
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