From health data to healthy lifestyle

: an analysis of the perceptions and drivers leading to the consistent and continuous use of wearable fitness trackers in Portugal

Abstract

In a world where health and fitness are increasingly prioritized, wearable fitness trackers have emerged as personal health management tools assisting millions of individuals in monitoring and enhancing their well-being. This growing trend has motivated an investigation of the consumer profile within the Portuguese market and an analysis of the motivating factors driving the consistent and continuous use of such devices. Through a quantitative research approach, an online survey with 155 participants was conducted to assess the hypothesized device characteristics and user perceptions associated with the use of wearable fitness trackers. The findings from this research suggest that demographic aspects do not significantly influence adoption, highlighting the importance of user motivations and psychographic factors. Additionally, device characteristics such as comfort, data quality, and goal-setting features have been identified as key drivers for regular device usage. Furthermore, perceived usefulness, ease of use, enjoyment, and privacy significantly influence sustained device usage. Overall, this study makes two major contributions. From a managerial perspective, it emphasizes the importance of a customer-centric approach for companies operating in this market. This suggests prioritizing the most influential characteristics and offering an easy and intuitive experience that provides accurate, actionable, and understandable insights into user health and fitness levels. Also, from a theoretical standpoint, this research enhances the understanding of consumer behaviour concerning wearable fitness trackers in Portugal, particularly regarding the motivating factors for frequent and continuous usage.

Date of Award	9 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)