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

who wear a physical tracker are more health aware and active, as we considerably notice that wearing WFTs potentially increase the physical activity levels and create awareness among targeted population. Therefore, if the usage rate of WFT devices can be multiplied, users are likely to live a healthy lifestyle and be more active in engaging physical activities. This recommend that WFT devices have the potential to facilitate health behavior change. b) Theoretical Contributions This research has applied the UTAUT2 model to determine elderly behavioral intention to adopt WFT in the context of developing countries, e.g., Bangladesh. By ushering the moderating influence of age on the path-relationship among the constructs of UTAUT2 model along with an additional constructs, HC, however, this empirical research moves beyond the path- relationship what Venkatesh et al. (2012) have already suggested in their model. Prior studies have empirically investigated crucial factors from a technology perspective (Dehghani, Kim, Dangelico, & Informatics, 2018), but very few have examined WFT factors that affect consumers' intention to use WFTs in Bangladesh Context (Debnath, Kobra, Rawshan, Paramita, & Islam, 2018). The results explore that the proposed model has a good explanatory power in forecasting behavioral intention to use WFTs and this research provides a theoretical foundation for future emerging health information technology research from a behavioral perspective. Age-specific differences played a moderating role in the relationship of EE and BI. For older adults, the EE played the main role in the adoption of WFT devices, whereas the EE had a lower explanatory power for younger adults. In addition, the causal relationship between HC and BI was more influential for older adults than for younger adults. This result provides a valuable insight into intention-to-use of WFT to monitor personal health among elderly people specially. One of the biggest concerns for practitioners is keeping consumers engaged with technology (Rejcek, 2016). In the past, consumers have discontinued the use of WFTs because the technology failed to meet their expectations regarding functionality and individual differences (Ledger & McCaffrey, 2014) (Ericsson, 2018; Ledger & McCaffrey, 2014). The results of this research provide some insights into WFTs to help market practitioners attract potential customers and retain existing customers. Many new improvements to WFTs will allow for the real ‐ time consultation of personalized data by consumers and health care providers (Salah, MacIntosh, & Rajakulendran, 2014). This may ultimately increase engagement with the device and help elevate the level of consumer satisfaction about technology acceptance mostly among older people. In addition, Marketers are also advised to make realistic claims about technology to create realistic consumer expec- tations and avoid future abandonment, thus engaging consumers to use this technology. c) Practical Implications However, regarding the moderating effects of user age, the findings show clearly, the relationship between HT and BI was stronger for participants of the younger age group. Since HT was a significant factor affecting a younger adult's intention to use WFTs, practitioners should put their endeavor on strengthening the habitual use of the product by proactively reinforcing the relationship with consumers. For example, companies might focus the personalized benefits and promote features that could assist in managing personal health. Customers and marketers, governments, insurance companies and the healthcare industry have great implications through the usage of WFT. As this research identified hedonic motivation, performance expectancy, and facilitating condition to be significant factors in behavioral intention to use WFTs, we recommend that to retain consumers, providers should design these technologies in a new-fashioned way for the end users to enhance enjoyment and engagement with WFTs. The recommendations can be used as new research model to foster the adoption intention of WFTs among users. d) Limitations and Future Research Directions Even though the present study provides some valuable insight with respect to intention-to-use and usage behavior of WFT in developing country context, this study is not out of some limitations that should be considered for the broader generalization and application of findings. The results assured that age has an important influence on technology usage in developing countries. However, two critical keystones should be envisaged in this context. The first is the taken sample of older adults is not representative for the population of the older age group. The older participants investigated here were comparably young and their academic qualification is quite satisfactory, therefore, future studies should examine older, and more representative samples. In doing so, older adults may retrieve optimum benefit from the utilization of WFT devices. Another shortcoming is that to overcome time and budget constraint, convenience sampling was used here as survey instrument for which the present study is suffered from some biasness because sample data failed to represent the entire population. In addition, only age differences as moderating variable is considered here, but other important individual differences e.g., the moderating effect of gender, experience of using technological devices, and educational level were not considered in this study. Therefore, since moderating effect reveal the deep insight (Barua et al., 2020; Barua, Understanding the Age Differences in Adopting WFTs: An Extension of the UTAUT2 Model 11 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals