Healthcare Wearables Consumption in China: Exploring Consumer Satisfaction and Stickiness

Abstract: This study proposed a new topic in exploring what factors cause most Chinese customers not continue to use their healthcare wearables after purchasing. Based on the framework of “the self-regulation of attitudes, intentions, and behavior” (Bagozzi, 1992), which is used to determine what factors impact satisfaction and how satisfaction can in turn impact stickiness, this study developed a new research model and proposed seven hypotheses. And based on the theories, firstly, this study used interview technique to understand what practical factors people think about would affect consumers’ satisfaction and stickiness towards healthcare wearables in China. Secondly, combined theories with all the hypotheses and the interview results, this study applied survey method to collect empirical data. As all the constructs were validated with exploratory factor analysis and reliability analysis, then the model was tested with linear multiple regression. The findings showed that the proposed research model fits in testing in this study, as three factors (value, quality and trust) have significant effects on Chinese consumers' satisfaction and stickiness towards healthcare wearables consumption. This study suggested that healthcare wearable companies need to put more emphasis on maintaining and increasing consumers’ trust, should continually improve consumers’ satisfaction, and should emphasize more on how to improve consumers’ attitudes of value and trust instead of putting more efforts on quality. These study results can help healthcare wearables companies make correct marketing strategies by putting efforts and resources on more valuable aspects, meanwhile, can help Chinese people to really improve health by using healthcare wearables.