Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

expectations of their immediate reference groups for adopting new products (Venkatesh et al., 2003), i.e., WFTs, especially, when they have insignificant experience of the related innovation. Thus, based on these above findings, this study postulates: H 3 : SI is positively associated with the elderly's intention to use WFT. d) Facilitating Conditions (FC) FC, a salient construct used in the research, is defined as the degree of perception to which an individual believes that an organizational and technical infrastructure remain to facilitate the use of an innovative system (Venkatesh et al., 2003). Extant literature opined that lacking sufficient FC, may create reluctance to actual use and thus significantly reduce the intention-to- use of a technology (Mahadeo, 2009). Because of age differences and inaptness with new innovations, the older adult users may demand more assistance than other age segments of the population to adopt and use of WFT (Gao et al., 2015). Likewise, we surmise that an augmentation in FC positively shaping the behavior of older adult users to adopt and use intention of WFT. Therefore, the stated argument urges to develop the following hypotheses: H 4a : FC has a positive influence on the elderly’s intention to use WFT (BI). H 4b : FC is positively associated with elderly’s actual use of WFT. e) Hedonic Motivation (HM) HM is related to fun or pleasure, an individual perceived from using a technology regardless of the performance consequences (Venkatesh et al., 2012). Theoretically, HM can be enunciated in terms of the intrinsic motivations that is driven by internal rewards from using new products, services, and applications; hence, such feelings of inherent satisfaction could drive the users to scrutinize the uniqueness of a new innovation (Venkatesh et al., 2012). For example, by wearing the sensors, users can continuously monitor the health related information such as sleep and calorie intake (Wei, 2014). These features assist WFTs to consider themselves more than just a fitness device and molding the intention of users to adopt and use it. Compared to other age groups of the population, young adults are tech savvy (Sultan et al., 2009) and are the early adopters of innovative technologies because of their eagerness for personal satisfaction or fulfillment (Gao et al., 2012). We, therefore, propose the following hypothesis: H 5 : HM has a positive effect on behavioral intention to use WFT. f) Price Value (PV) PV, an important theoretical addition to the UTAUT2, is demarcated as settlement in consumers’ thought process between the perceived values of the systems and the monetary cost incurred for using the technology (Venkatesh et al., 2012). Although WFTs are marketed to assist users to track and monitor the physical activities daily, some WFTs are deemed costly to purchase for low-income people (Gao et al., 2015). If users can obtain their health related information by using these devices, they can save both monetary and non-monetary costs by avoiding an unnecessary visit to the clinic or hospital. Since the inception of PV in the UTAUT2, some researchers (Alalwan et al., 2017; Arenas-Gaitán et al., 2015; Venkatesh et al., 2012) have demonstrated a positive relationship between PV and intention-to-use of a technology, while Oliveira et al. (2016) failed to report that PV has any significant impact on behavioral intention. Though these kinds of mixed findings are found in extant literature, this study support the view that PV will significantly influence behavioral intention. So, this study has speculated the following hypothesis: H 6 : PV positively influences behavioral intention to adopt WFT. g) Habit (HT) HT, an antecedent of behavioral intention to research technologies, is defined as the extent to which an individual exhibit instinctive behavior from learned behavior (Venkatesh et al., 2012). It is an acquired mode of behavior that is formed through frequently practice until it can be executed spontaneously and involuntarily (Huang and Yang, 2020). If an individual is accustomed to monitor physical condition by using WFTs, it will create an inside urgency to wear the devices automatically. Besides, it would be logically said that when an individual participate in health related activities, preliminary usage intentions will be rejuvenated, which positively drive to use frequently (Demiris et al., 2013). To agree with Alalwan (2020) and Barua and Barua (2021) HT is a regular tendency or practice by an individual to act automatically because of his or her holistic learning experience. Repeated usage behavior makes a habit, and, in turn, creates a positive inclination to adopt the technology. Amoroso and Lim (2017) found that customers who are delighted with their former experience of WFTs, show their constant eagerness to wear these devices incessantly. We, therefore, hypothesize that: H 7 : HT has a positive effect on behavioral intention to use WFT. h) Health Consciousness (HC) HC is the extent to which an individual is concerned about ameliorating or maintaining his/her Understanding the Age Differences in Adopting WFTs: An Extension of the UTAUT2 Model 4 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals