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Acceptance of wearable fitness devices in developing countries: exploring the country and gender-specific differences

Shweta Pandey (De La Salle University, Manila, Philippines and National Taiwan University, Taipei, Taiwan)
Deepak Chawla (International Management Institute, New Delhi, India)
Sandeep Puri (Asian Institute of Management, Makati City, Philippines)
Luz Suplico Jeong (Marketing and Advertising Department, College of Business, De La Salle University, Manila, Philippines)

Journal of Asia Business Studies

ISSN: 1558-7894

Article publication date: 13 August 2021

Issue publication date: 27 June 2022




Notwithstanding the novelty and importance of wearable fitness devices, few studies have focussed on comparing the drivers of adoption and usage of wearable fitness in the context of developing countries. This study aims to explore factors that drive overall acceptance of wearable fitness devices in developing countries (India and the Philippines) and whether the impact of these factors on the intention to adopt (INT) differs by country and gender.


The study extends the existing body of knowledge by developing a model that integrates the impact of various perceived benefits (health, autonomy, social, hedonic, symbolic), health self-efficacy (HEALTHSE) and individual characteristics (technological innovativeness [TI]) on the INT wearable fitness devices and the moderating impact of country and gender. The analysis was carried out using partial least square and data of 343 respondents.


This study finds that the INT wearable fitness devices by consumers in developing countries are positively impacted by hedonic, health and autonomy, HEALTHSE and TI. Symbolic and social factors do not have any significant impact on the overall INT wearable fitness devices. However, there are country and gender-specific differences that are consequential to the development of marketing strategies.

Research limitations/implications

The framework and results are specific to the two countries and limited by convenience sampling. Future research can focus on replication across different countries and extend the model with additional contextual factors such as perceived risks.


To the best knowledge of the authors, this is one of the few studies to examine and compare the drivers of adoption of wearable fitness devices in lesser researched developing countries. Also, it is one of the few studies to compare the moderating impact of country and gender in the context of the INT wearable devices. The study provides a theoretical and methodological foundation for future research, as well as practical implications for global companies developing and promoting wearable fitness devices.



The authors would like to acknowledge and thank the reviewers for their valuable suggestions. Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.


Pandey, S., Chawla, D., Puri, S. and Jeong, L.S. (2022), "Acceptance of wearable fitness devices in developing countries: exploring the country and gender-specific differences", Journal of Asia Business Studies, Vol. 16 No. 4, pp. 676-692.



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