Advances in Consumer Research
Issue 2 : 114-124
Original Article
Exploration of Post-Adoption User Behavioural Intentions in Smart Fitness Wearables: Uncovering Influential Factors at Play
 ,
1
Research Scholar (Ph. D.), Institution/College/University with full address & Pin Code: THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU, BABA SAHEB AMBEDKAR ROAD, JAMMU TAWI, J&K, 180006 Email ID: divuindu@gmail.com
2
Professor, THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU, BABA SAHEB AMBEDKAR ROAD, JAMMU TAWI, J&K, 180006
Abstract

The rapid proliferation of smart fitness wearables has revolutionized personal health monitoring, yet understanding the determinants of post-adoption behavioural intentions remains underexplored. This study employs the Expectation-Confirmation Model (ECM) as a theoretical lens to investigate key post-adoption factors influencing continued usage of wrist-worn fitness devices. Using a qualitative research approach, Focus Group Discussions (FGDs) were conducted with 34 active users categorized based on device usage duration. The study leverages GPT-4, a Large Language Model (LLM), for automated thematic extraction and behavioural analysis, to enhance classification accuracy and scalability. Findings reveal that confirmation of expectations, perceived usefulness, and user satisfaction significantly drive long-term engagement, while hedonic motivation and user interface emerge as critical extensions to the ECM framework in this domain. By integrating AI-driven qualitative analysis with theoretical models, this research offers novel insights for wearable technology developers, emphasizing the need for usability enhancements, gamification features, and personalized health tracking to improve user retention. The study also underscores the advantages of LLM-assisted qualitative research in improving classification efficiency and scalability over traditional manual methods. Future research should further refine AI-driven analytical models and explore additional variables such as privacy concerns and personalization to deepen the understanding of wearable technology adoption.

Keywords
Recommended Articles
Research Article
Consumer Protection against Misleading Advertisements and Deceptive Branding: Interplay between Consumer Law and Intellectual Property Rights in India
...
Published: 21/10/2025
Research Article
Predictive Insights: Leveraging Artificial Intelligence for Strategic Business Decision-Making
...
Published: 21/10/2025
Research Article
Competition Law and Market Regulation: Managerial Challenges and Strategic Opportunities
...
Published: 21/10/2025
Research Article
Deep Learning-Based Consumer Preference Prediction System for Personalized Digital Campaigns
...
Published: 19/10/2025
Loading Image...
Volume 2, Issue 2
Citations
333 Views
153 Downloads
Share this article
© Copyright Advances in Consumer Research