Title: To switch or not to switch? Investigating users' switching behaviours of fitness wearable devices

Authors: Jengchung Victor Chen; Quang-An Ha; Andree E. Widjaja; Nguyen Thi Lien

Addresses: Institute of International Management, National Cheng Kung University, University Road, No. 1, Tainan City 701, Taiwan ' School of International Business and Marketing, University of Economics Ho Chi Minh City, 59C Nguyễn Đình Chiểu, Phường 6, Quận 3, Hồ Chí Minh, Vietnam ' Department of Information System, Universitas Pelita Harapan, 1100 M.H. Thamrin Boulevard, Lippo Karawaci, Tangerang, Banten 15810, Indonesia ' Institute of International Management, National Cheng Kung University, University Road, No. 1, Tainan City 701, Taiwan

Abstract: Fitness wearable devices (FWD) have become an increasingly popular and competitive market with many alternative products. A large number of studies on FWD have been carried out, mainly focused on the user's early adoption. However, limited attention has been given to the post adoption stage, especially user's switching behaviours. This research aims at examining the determinants of users' switching intention in the context of FWD. This study draws upon the push-pull-mooring (PPM) framework to construct a conceptual model with low enjoyment and low satisfaction as push effects; alternative attractiveness, health benefits, and subjective norm as pull effects; switching cost and the need for variety as mooring effects. The findings demonstrated that low enjoyment, switching cost and all pull factors had significant impacts on a user's switching intention. Moreover, the switching cost partially moderated the relationship between the push factor and a user's switching intention. The results, theoretical, and practical implications are further discussed in this paper.

Keywords: fitness wearable devices; FWD; switching behaviour; push-pull-mooring framework; post adoption.

DOI: 10.1504/IJMC.2023.127385

International Journal of Mobile Communications, 2023 Vol.21 No.1, pp.95 - 118

Received: 25 May 2020
Accepted: 14 Mar 2021
Published online: 01 Dec 2022 *

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