The IUP Journal of Marketing Management
Acceptance of Wearable Trackers in India: A Comparison Among University Students and Teachers in Punjab

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM11121
Author Name : Akashdeep Joshi, Meenakshi Malhotra and Ayesha Khatun
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 15



The study examines the factors influencing acceptance of wearable devices among university students and teachers in Punjab. It is based on Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). A comparison has also been made between university students and teachers to find out whether there is any difference in the factors influencing the purchase intention among these two important consumer groups. It was found that in the case of students, significant variables are price, hedonic motivation and performance expectancy. Maximum variation is explained by price (42%), followed by performance expectancy (26%) and hedonic motivation (25%). Whereas, in the case of university teachers, the significant variables are hedonic motivation and price, with hedonic motivation as the most important variable explaining 59% of variation, followed by price with 33% of variation. It is expected that the study will contribute significantly in explaining the consumer behavior towards wearable technology-based devices.


The cost of healthcare in India has increased tremendously and gone beyond the reach of many people. Rather than spending millions on treatment, it would be better if disease could be prevented in their initial stages. With increasing availability of technology in India, many innovative and affordable preventive healthcare products and services could be offered. Out-of-pocket expenditure on healthcare renders 63 million people poor every year in India (Economic Times, 2015). The present healthcare infrastructure is ineffective in India, as India has availability of only 1.1 beds per 1,000 people when compared to the world average of 2.7 (PwC). Indian government has launched an ambitious program called Ayushman Bharat Scheme to cover 10 crore families in India; despite this, the goal of Universal Health Coverage (UHC) seems a distant reality. With India leading the world in diabetes cases, Punjab in India is leading with 157% higher per person burden from diabetes (Vikaspedia). In Punjab, there is 134% higher burden