Influence of design aesthetics and brand name on generation Y students' intention to use wearable activity-tracking devices

Abstract

Wearable activity-tracking devices such as pedometers, fitness bands and watches, heart-rate monitoring chest straps and armbands, various types of activity-sensing clothing and the like, are increasing in popularity amongst consumers on a global scale. Among all wearable technology, fitness trackers remain the biggest wearables category by unit sales in 2019, with an estimated revenue potential of 2.66 billion US dollars. However, despite this significant global interest, the adoption rate of these devices is slow amongst South African consumers. The consumer segment most likely to adopt a wearable activity tracker is young, high-income individuals, which are epitomised by Generation Y consumers, especially the student portion of this market segment since they are characterised by high future earning probability. With the lack of research regarding the adoption of wearable activity trackers, this study explores the influence of device design aesthetics and brand name on Generation Y consumers' intention to use wearable activity trackers. A self-administered questionnaire was used to survey a non-probability convenience sample of 480 students registered at three public South African higher education institutions (HEIs) within the Gauteng province. A descriptive research design and a quantitative research approach was followed, where the captured data were analysed using descriptive statistics, correlation analysis, reliability and validity measures and structural equation modelling. The findings indicate that design aesthetics and brand name significantly influence Generation Y students' intention to use wearable activity-tracking devices. A device's design aesthetics as well as brand name are significant in determining Generation Y students' intention to use such tracking devices. As such, retailers and marketers should focus on enhancing design aesthetics and brand awareness of wearable activity-tracking devices when targeting the lucrative Generation Y student market segment.