Individuals' intention to use sports wearables: the moderating role of technophobia
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 8 April 2020
Issue publication date: 24 April 2020
Abstract
Purpose
This study aims to examine the wearable devices market as an essential representative of the digital age using a framework based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and the context of sports wearables.
Design/methodology/approach
411 people, are both users and non-users of this technology were surveyed online, and the obtained data analyzed using structural equation modeling.
Findings
The results support the effects of performance expectancy, effort expectancy, facilitating conditions, and social influence on attitude toward sports wearables and attitude of usage intention. Further, technophobia moderates the relationship between performance expectancy and attitude. However, a moderating effect of technophobia on the relationship between effort expectancy and attitude was not observed.
Originality/value
Due to innovative technologies in the digital age we live in, the devices we use in everyday life have gained intelligence. As more developments take place, and related products enter the market, understanding how people react to these products becomes an important issue. While investigating this issue in the context of sports wearables in this study, an important psychological construct, technophobia, was included in the research model in order to explore the usage intention of individuals through the effects of psychological constructs, such as paranoia, fear, anxiety, cybernetic revolt and cellphone avoidance, and the strong combination of important constructs of phobia to go against technology.
Keywords
Citation
Cavdar Aksoy, N., Kocak Alan, A., Tumer Kabadayi, E. and Aksoy, A. (2020), "Individuals' intention to use sports wearables: the moderating role of technophobia", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 2, pp. 225-245. https://doi.org/10.1108/IJSMS-08-2019-0083
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited