Is health consciousness and perceived privacy protection critical to use wearable health devices? Extending the model of goal-directed behavior

Abstract

Purpose

The present study is an attempt to extend the Model of Goal-directed Behavior (MGB) to consider health consciousness and perceived privacy protection as two critical factors to predict desire and intention by individuals to adopt and use wearable health devices (WHDs).

Design/methodology/approach

Based on the literature review hypotheses were framed and tested using data collected through a questionnaire survey. A total of 418 self-reported complete responses were considered to analyze the hypotheses proposed in the study. Structural equation modeling, effects analysis and model comparison (MGB and extended MGB) were performed to understand the predictability of the suggested model.

Findings

The results of the study corroborate that along with MGB, health consciousness and perceived privacy protection also induces the intention of users toward using WHDs. Health-consciousness is found to have a positive and significant direct and indirect impact on intention to use WHDs. Further, the model comparison exhibits that the proposed extended MGB is a better predictor of intention to use WHDs.

Practical implications

Apart from the conventional framework of MGB, health consciousness and perceived privacy protection promote desire and intention to use WHDs. This research provides a framework for marketers to promote health consciousness among consumers by motivating them to adopt WHDs. Further, privacy protection features should be showcased in order to induce trust in consumers which in turn will trigger their intention to use WHDs to lead a healthy lifestyle.

Originality/value

The current study incorporates health consciousness and perceived privacy protection in MGB to fit into the context of healthcare intention study, which enhances the predictability of intention behavior of consumers and adds to the existing body of MGB and healthcare literature.

Citation

Srivastava, N.K., Chatterjee, N., Subramani, A.K., Akbar Jan, N. and Singh, P.K. (2022), "Is health consciousness and perceived privacy protection critical to use wearable health devices? Extending the model of goal-directed behavior", Benchmarking: An International Journal, Vol. 29 No. 10, pp. 3079-3096. https://doi.org/10.1108/BIJ-12-2020-0631