Wrist-worn fitness trackers

: perception and purchase intention among the generation Z in Italy : study of a potential profitable market

Abstract

Wearable technologies, such as fitness trackers, are considered among the top 10 fitness trends in 2022 (ACSM; 2022). Generation Z is the fastest growing generation of smart wearable users. Despite this, there are few studies on the perception and purchase intention of fitness trackers by Generation Z, and even fewer on Generation Z in Italy. Therefore, this research aims to explore a potentially lucrative market by undercovering the current perception, drivers, and barriers toward the adoption of wrist-worn fitness trackers. A literature review was conducted, as a result of which a research framework was developed. An extended version of TAM, TPB, and in-depth interviews were used to develop several hypotheses, with the aim of answering the research questions of this thesis.The results show that Generation Z in Italy has a positive perception of fitness trackers, although their purchase intention is relatively low. They still perceived WTF to be niche products and too expensive. It was found that what most drives purchase intention is a positive attitude, and attitude is mainly influenced by enjoyment. The lowest attitude and purchase intention are recorded among non-users and non-technology lovers, so companies should aim to make the benefits of these products known to a wider audience.

Date of Award	28 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)