Why do generation X customers use wearable fitness technology equipment after recovering from coronavirus? The role of perceived health risks

Abstract

The health sector has prioritized the physical health of vulnerable Generation X individuals at high Coronavirus risk. Despite vaccination efforts, both infected and healthy people continue facing health threats. Unlike other industries devastated by COVID-19, wearable fitness technology equipment (WFTE) is essential for health-focused individuals. This research examined customers' intention to use WFTE using an adapted Technology Acceptance Model (TAM) framework. A key contribution is the inclusion of perceived health risk and its impact on WFTE value perceptions and usage attitudes post-pandemic. The study gathered qualitative data from coronavirus patients and survey data from 513 participants. Structural equation modeling analysis supported the theoretical model. While the standard TAM evaluated intent to use WFTE, this study uniquely examined how WFTE's functional, hedonic, and symbolic value shapes its perceived value. Perceived health risk was found to significantly impact perceived WFTE value and usage attitudes after the pandemic recovery. Findings offer managerial implications to boost WFTE adoption among the vulnerable Generation X demographic.