Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong
Article publication date: 28 September 2020
Issue publication date: 6 July 2021
Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance model (TAM), this study aims to illuminate the major factors that drive the adoption of health-care wearable technology products by Generation Z (Gen-Z) consumers in Hong Kong.
A self-administrated online survey was used to collect data from a sample of Gen-Z consumers in Hong Kong with experience in using health-care wearable technology. Data analysis was performed using partial least-squares-structural equation modeling to verify four hypotheses.
The results reveal that consumer innovativeness (CI) and electronic word-of-mouth referral (EWOM) are significant predictors of perceived credibility, perceived ease of use and perceived usefulness, which subsequently drive online engagement intention and adoption intention (AI).
This research provides practical guidance for marketers of health-care wearable technology products. In particular, CI and EWOM hold the key to young consumers’ product perceptions (and thereby their online engagement and AIs).
This research leverages the insights of GCT to enrich the TAM, specifically by including CI and EWOM as antecedents and online engagement as a consequence in the context of health-care wearable technology. The results of an empirical study enhance theoretical understanding of Gen-Z consumers’ perceptions and behavioral intentions toward health-care wearable technology. They also point to actionable recommendations for marketing this new technology to young consumers.
The authors are grateful for constructive comments offered by the anonymous reviewers.
Cheung, M.L., Leung, W.K.S. and Chan, H. (2021), "Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong", Young Consumers, Vol. 22 No. 1, pp. 10-27. https://doi.org/10.1108/YC-04-2020-1123
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