The rapidly growing market for fitness wearables indeed reflects the increasing interest of consumers in health monitoring and tracking activities. However, the reports about the abandonment of these devices by their users have drawn attention to the necessity of studying factors affecting both continuance and abandonment intentions of customers using smartwatches and fitness bands.
Based on DFT, the interaction of social image, subjective norms, self-monitoring and social recognition as enablers, and privacy concerns and technology anxiety as inhibitors, is examined to influence the user's attitude toward fitness wearables. A total of 293 responses were collected and analyzed using SEM.
The enablers that proved to have positive and significant effects on the continuance intention of fitness wearables and reduced abandonment intentions were subjective norm and self-monitoring. Technology anxiety increased abandonment intentions and lowered continuation intentions. Social image, social recognition and privacy issues were not significant factors in affecting either continuance or abandonment intentions.
The study applies Dual Factor Theory to the post-adoption setting of fitness wearables, contributing to the body of literature with empirical results on the independence and nonreciprocity of enablers and inhibitors. The findings offer valuable insights that practitioners can apply to enhance user retention with fitness wearables.
