Understanding the Determinants of Wearable Fitness Technology Adoption and Use in a Developing Country: An Empirical Study

  • Sajib Barua Department of Marketing, University of Chittagong, Chattogram-4331, Bangladesh
  • Adita Barua Faculty of Business Administration, Cox’s Bazar International University, Kolatali, Cox’s Bazar, Bangladesh
Keywords: Wearable Fitness Technology (WFT), UTAUT2 model, Technology Adoption Developing country.


On account of slow adoption rate of Wearable Fitness Technology (WFT), the device designers need to comprehend the determinants behind the adoption and use of WFT. Which antecedents affect the intention of WFT wearers remains unclear and a brainteaser for designers, especially in developing countries. This study, therefore, examined the factors liable to influence the WFT users in a developing country using the extended ‘Unified Theory of Acceptance and Use of Technology’ (UTAUT2) model and ‘Perceived Reliability’. The desired data for assessment the model was assembled from 260 Bangladeshi respondents using a self-administered questionnaire through online platforms. The Partial-Least-Squares-Structural-Equation-Modeling (PLS-SEM) technique was followed by operationalizing SmartPLS 3.3.3 software to test the proposed hypotheses mentioned in the model. The outcomes of the test confirmed that the facilitating conditions and habit are the most influential determinants for intention-to-use and actual use of WFT followed by performance expectancy and facilitating conditions respectively. Contrariwise, effort expectancy was unearthed to have no notable impact on behavioral intention whereas price value showed negative association with intention. The documentation of the findings could benefit WFT vendors and those policymakers who have strong desire to enter in developing countries’ market.


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How to Cite
Barua, S., & Barua, A. (2021). Understanding the Determinants of Wearable Fitness Technology Adoption and Use in a Developing Country: An Empirical Study. The Journal of Management Theory and Practice (JMTP), 2(1), 78-87. https://doi.org/10.37231/jmtp.2021.2.1.90
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