Changing consumer behavior through wearable health devices: a longitudinal study

Name: Pakpoom Sucharitpong

keyword: Wearable health device

; Longitudinal study

; Consumer behavior

; Smartwatches

; Fitness trackers

Abstract: Changing consumer behavior through wearable health devices: A longitudinal study investigates a contemporary topic in applied marketing. The wearable health device market has grown rapidly over the past five years and many technology companies desire a foothold in this lucrative but complex sector. Wearable health devices require high levels of sophistication and discard rates are high. Existing players remain competitive as companies who best appreciate both the functional and emotional benefits of wearable health devices. The wearable health market is challenging but the opportunities are enormous. A better understanding of consumer behavior will assist marketing managers to understand the impact of wearable health devices and why some people refrain from their usage or abandon the product. Findings will improve and enhance knowledge relating to wearable health device development and design to optimize marketing strategies to attract potential customers. This longitudinal study will assist researchers to understand how respondent’s behavior changes over time. Qualitative research was conducted using retrospective questions. Fifteen respondents between 20 and 40 years old, who possessed at least one wearable health device with usage of not less than six months, were selected for face to face interviews and video conferences. Interview locations were mainly chosen by the respondents. Snowball and purposive sampling methods were selected as most convenient. Results indicated that users changed their behavior according to the exercise goals and activities recommended by the wearable health devices. Users also purchased more wearable health devices to satisfy their needs ; however, some reduced wearable health device usage because of lifestyle changes.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Patterson, Paul G.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.435

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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