Does Gym Subscription Status Impact Intention to Use Wearable Fitness Devices?
Increasing health consciousness and technological advancements drive robust growth in India’s wearable device market. With a burgeoning middle class and rising disposable incomes, the demand for fitness trackers, smartwatches, and health monitoring devices is on the rise. Furthermore, the COVID-19 pandemic has accelerated the adoption of wearables, as they aid in remote health monitoring.
Marketing strategists and product developers need to identify the rationale behind why an individual will purchase. This research serves a dual purpose. Firstly, it aims to assess how ready people are to embrace technology when using sports and fitness wearable devices. Secondly, it examines whether gym-goers are more inclined to use wearable devices compared to non-gym-goers when it comes to technology use.
Our findings indicate that traits like innovativeness and optimism positively influence how easy and useful people perceive these wearable devices to be. Conversely, feelings of insecurity and discomfort harm the perception of ease of use and usefulness. Both ease of use and perceived usefulness significantly influence a user’s intention to use sports and fitness wearable devices.
Startups working in this domain may consider these insights in innovative product concept development and precisely focus on product development. Moreover, our analysis revealed that individuals who use gyms tend to have a more positive intention to use these devices and are more likely to use them compared to non-gym goers.
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The findings of the study suggest fitness-related wearable device start-ups tailor their promotional strategies based on a new segmentation factor: gym users vs. non-gym users.
To better capture market share, developers and marketers of fitness-related wearable devices should refine key engagement elements—trigger, action, reward, and investment—within their comprehensive strategy to enhance user-centricity and create a more delightful user experience.
The full research paper can be accessed here: Raman, P. and Aashish, K. (2022), “Gym users: an enabler in creating an acceptance of sports and fitness wearable devices in India”, International Journal of Sports Marketing and Sponsorship, DOI: 10.1108/IJSMS-08-2021-0168
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