Modelling barriers to wearable technologies in Indian context: validating the moderating role of technology literacy

Abstract

Purpose The purpose of this study is to examine diverse risks and barriers that influence customers' attitude leading to their actual use of wearable devices in India. This study used technological literacy as a moderating variable to understand the relationship between barriers and attitudes toward adoption of wearable device. Design/methodology/approach A survey questionnaire was developed through focused group discussions with field experts. Data were collected through online as well as offline modes. A Google form was created and its weblink was shared with the respondents using wearable devices. Both online as well as offline modes were used for data collection. Several reminders through telephone and revisits were undertaken to approach the respondents. Findings The results of this study indicated that psychological risk and financial risk emerged strongest barriers of wearable technologies. This was followed by infrastructure barriers and performance risk. The strength of the relationship between technological anxiety and attitudes was lower but still significant. Surprisingly, privacy risk and social risk were not statistically significant. This study also validated the impact of technological literacy as a moderator between risks and attitudes. Originality/value This study contributes to the research by validating numerous risks and barriers in the adoption of wearable devices. This study not only offers a novel perspective on researching diverse barriers but also elucidates the moderating role of technological literacy which has not been covered in extant literature.