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Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection

Yanting Zhu (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Yaobin Lu (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Sumeet Gupta (Department of Information Technology and Systems, Indian Institute of Management Raipur, Raipur, India)
Jinqiang Wang (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Peng Hu (School of Humanities and Social Science, Anhui Agricultural University, Hefei, China)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 24 May 2022

Issue publication date: 21 March 2023

1382

Abstract

Purpose

Consumers interacting with smart wearable devices is on the rise in the current health-AI market, which offers a great opportunity for companies to execute interactive marketing. However, this opportunity is mainly reliant on consumers' use of smart wearable devices. This paper aims to develop a model considering health and privacy factors to elucidate consumers' use of smart wearable devices for unleashing their full potential in interactive marketing.

Design/methodology/approach

The authors collected 250 samples via an online survey to validate the smart wearable devices usage model that elucidates factors that stimulate consumer usage, including privacy concerns, health consciousness and consumer innovativeness. The authors used structural equation modeling and multi-group analysis to test the hypotheses.

Findings

Privacy concerns of consumers have a negative effect on smart wearable devices usage, while health consciousness positively impacts consumers' usage of smart wearable devices. Consumer innovativeness indirectly affects smart wearable devices usage via effort expectancy. Experienced consumers are less sensitive to the performance expectancy but more affected by effort expectancy regarding smart wearable devices.

Originality/value

The present study contributes to the literature stream of health-AI usage by unraveling the impacts of privacy concerns and health consciousness and examining the moderating role of prior experience. The findings suggest marketers in the health-AI industry should endeavor to build transparent and sound privacy protection mechanisms and promote smart wearable devices by fostering health awareness of potential consumers.

Keywords

Acknowledgements

This work was supported by the grants from National Natural Science Foundation of China (Project No. 71810107003) and National Social Science Fund of China (Project No. 18ZDA109). Jinqiang Wang contributes much to this work and he is the co-corresponding author.

Citation

Zhu, Y., Lu, Y., Gupta, S., Wang, J. and Hu, P. (2023), "Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection", Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 257-272. https://doi.org/10.1108/JRIM-10-2021-0246

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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