Quantifying health: Motives behind the adoption of wearable technologies among modern consumers

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Journal Title

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Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

65+4

Series

Abstract

Globally, sedentary behaviors and chronic illnesses are a growing reason for concern. Medicalization in modern societies has resulted in a shift towards heightened personal responsibility of individual health. The growing concerns surrounding inactivity and health have played their role in the rise of wearable technologies, that are globally prevalent across various demographics. While wearable technologies are constantly gaining prevalence and interest in research, additional research on understanding the reasoning behind their adoption is required. The theme of wearable technology adoption was approached in the context of medicalization, while assessing how the use of wearable technologies impacts both hedonic and eudaimonic well-being. The adoption of wearable technologies was especially assessed in the light of the technology acceptance model, the task-technology fit framework, and the diffusion of innovation theory that have been utilized in previous research when looking at the adoption of new technologies. The aim of this thesis was to understand the motives behind the adoption of modern consumers with a focus on the Gen Z consumer group. Focus was paid to the Gen Z consumer group, as the prevalence of wearable technology in this age group has been perceived as high. The thesis focused on the adoption of fitness watches and data for the thesis was gathered by nine semi-structured interviews. The findings of this thesis suggest that the most common motive for the adoption of wearable technologies in the Gen Z consumer group is a desire for achieving a healthier, more active lifestyle. The use of wearable technologies was considered an aid for this goal, as they typically offer a visualization of daily activity metrics, which was considered motivation enhancing. Additional recognized adoption-driving motives were interest towards activity and sleep tracking, brand loyalty, and fashionability. The Gen Z consumer group generally considers themselves as interested in their health and experienced with technology, which supported their desire to adopt the use of a wearable technologies.

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Thesis advisor

Padhaiskaya, Tatsiana

Keywords

technology adoption, wearable technologies, fitness watch, medicalization

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202408255593

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[gradu] Kauppakorkeakoulu / BIZ