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

Testing the Moderating Effects of Age Parametric Test Young Elderly Young VS Elderly Hypotheses Relationships Path coefficient T- values Path coefficient T- values T- values P-values Comments H10a PE -> BI 0.067 1.021 0.209 2.209 1.256 0.210 Rejected H10b EE -> BI -0.011 0.215 0.267 2.833 2.568 0.011 Accepted H10c SI -> BI -0.023 0.488 0.111 2.054 1.888 0.060 Rejected H10d FC -> BI 0.145 1.763 0.073 0.743 0.572 0.568 Rejected H10e FC -> AUB 0.276 3.094 0.148 1.085 0.796 0.427 Rejected H10f HM -> BI 0.191 2.686 0.184 3.756 0.080 0.937 Rejected H10g PV -> BI 0.051 0.908 -0.113 2.008 0.823 0.412 Rejected H10h HT -> BI 0.294 3.064 0.001 0.022 2.647 0.009 Accepted H10i HC -> BI 0.063 1.086 0.588 6.233 4.813 0.000 Accepted H10j BI -> AUB 0.316 3.236 0.433 3.526 0.751 0.453 Rejected VII. D iscussion, I mplications, and L imitations a) Discussions This study applied the UTAUT2 model in Bangladesh context and attempted to extend it with the moderator of age. It examined age differences in perceptions of technology adoption and the relative importance of the factors affecting future intention to use WFT devices. Turning to the hypotheses, the results supported prior research indicating PE significantly influences an individual's acceptance of technology (Davis, 1989; Venkatesh, Morris, Davis, & Davis, 2003). The results indicate that WFT provides momentous benefits by allowing consumers to monitor, store and transmit information about their physiological and health related information, in turn, increase adoption and use among elderly people. Along with PE, this study also aligned with literature suggesting EE is a direct determinant of usage behavior (Davis, 1989; Lee, Fiore, & Kim, 2006). For practitioners, perceiving EE as a vital construct in adoption and use is critical, especially during the diffusion process. The results suggest that lower effort in using WFT may result in higher propensity to adopt WFT. One of the key findings of the study does not support the role of SI on WFT continuance, describing the fact that factors that may lead to technology adoption may vary from culture to culture. Surprisingly, role of HM exhibit considerable relationship with WFT usage continuance. Consumers' inclination to use of wearables is motivated by the enjoyment they experience when using the technology. Today, WFTs are more than a simple self ‐ tracking technology; they provide entertainment such as text message notifications and heath information in the form of colorful graphs, which consumers can easily read and share with their health care providers. This provides strong ground to belief that usage continuance is more intrinsically motivated rather than socially governed. In line with self-determination perspective, users of WFTs who have high health consciousness, they are more likely to continue the use of WFTs for continuously tracking their physiological condition. Contrarily, less motivated individuals may discourage to engage in physical activities to lead a healthy life and hence, discontinue the use of WFTs. In addition, the results show that habit has significant positive influence on behavioral intention to adopt WFT. This indicates that continuously using WFT becomes the habit of users, as they need to wear 24/7 to monitor their daily activities. However, the results also show that price value is found to be not relevant to the context of WFT adoption which is consistent with the findings of other studies related to wearable devices (Talukder et al., 2019), as both have shown that price has no significant effect on intention to use technology. The most plausible reason for this that users are more conscious about attaining total perceived benefit by using WFT (Chan et al., 2012), in that case, the price issue do not play a major role for WFT adoption. Facilitating conditions have a contributing effect on consumers' intention to use WFTs, which is consistent with other studies on adoption of wearable technology (Kim & Shin, 2015; Gao et al., 2015; Talukder et al., 2019; Kranthi & Ahmed, 2018; Reyes- Mercado, 2018). While a number of devices are marketed by addressing the target audience, there are few studies which have examined whether wearing the device strengthen a person’s health consciousness (Coughlin & Stewart, 2016). The results of this study provide a preliminary realization about the potential benefit enjoyed from wearable devices regarding health consciousness. These findings recommend that people Understanding the Age Differences in Adopting WFTs: An Extension of the UTAUT2 Model 10 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals Table 5: