What motivates users to continually use wearable medical devices? Evidence from a developing nation

Abstract

Purpose

Wearable medical devices (WMDs) are improving people’s health and well-being in a noble way, as these aid in effective personal health monitoring, remote surveillance and overall illness management. Despite its wider applicability and usage, it is prevalent that users discontinue its usage, which presents an obstacle in the proliferation of such vital innovations among the masses. Therefore, relying on the expectation-confirmation model (ECM), this study aims to delve deeper to explain the factors that motivate users to continually use WMDs by incorporating novel variables, namely, health belief, health information accuracy and privacy protection.

Design/methodology/approach

The study proposes and tests an extended ECM perspective to predict the continuance intention (CI) of WMDs among users. By using structural equation modelling using SmartPLS, the authors tested the model on Indian people (n = 451) who had an erstwhile experience of using WMDs.

Findings

The study results show that confirmation of users’ expectations positively impacts their usefulness and satisfaction towards WMDs. Moreover, satisfaction towards WMDs is the strongest predictor of users’ CI, followed by perceived usefulness. Interestingly, personal factor such as health beliefs reveals a greater influence on perceived usefulness than technological factors like health information accuracy and privacy protection.

Research limitations/implications

The study findings demonstrate the significance of using the expectation-confirmation perspective in technology-based studies in general and WMDs, in particular. This study aids by offering an integrated model of WMD’s continued usage intention for the users, in addition to practical implications for marketers and policymakers.

Originality/value

A paucity of research exists when understanding the predictors of CI for WMDs. This study fills this gap and adds to behavioural literature by offering a noble viewpoint involving an extended ECM perspective.

Citation

Jamwal, M., Kanojia, H. and Dhiman, N. (2024), "What motivates users to continually use wearable medical devices? Evidence from a developing nation", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18 No. 1, pp. 47-66. https://doi.org/10.1108/IJPHM-11-2022-0097