Factors Influencing Intention to Use Fitness Trackers: A Case Study on Thais’ Living in Bangkok
Purpose: In the booming health care industry in Thailand, fitness tracker is a rapidly growing wearable device trend across globe, which has gained popularity in Thailand, especially in Bangkok Metropolitan Area. The crucial objective of this study is to identify the influencing factors towards the intention to use fitness trackers among the Thai’s living in Bangkok. Design/Methodology/Approach: The researcher developed the conceptual framework from a technology acceptance model (TAM) theory. An online survey was constructed and distributed through several social media platforms. Subsequently, the amount of reliable responses were 633. Confirmatory Factor Analysis (CFA) along with Structural Equation Model (SEM) were key methods to verify the validity and reliability of the model and to examine the influence among variables. Findings: Consequently, the result revealed significant effect between perceived usefulness and attitude towards the intention to use fitness trackers. However, there are no significant effect between cost and the intention to use fitness trackers. Moreover, the result confirmed that affective quality and relative advantage has a strong direct effect on perceived usefulness whilst the ‘anywhere-anytime’ concept of mobility as well as directly affecting perceived ease of use. Practical Implications: Further study could be enhanced by incorporating more some social value towards the model because it is a weakness of TAM. Originality/Value: This study creates value for the marketers of fitness tracker to make a clear statement on the differences of product performance and features comparing to the prior or existing one in the market (relative advantage).