RELATIONSHIP BETWEEN SOCIAL IMAGE, BRAND NAME, SUBJECTIVE NORMS AND SOUTH AFRICAN GENERATION Y STUDENTS’ ATTITUDE TOWARDS WEARABLE ACTIVITYTRACKING DEVICES

Abstract

Wearable health-promoting technological devices such as chest straps, fitness bracelets, pedometers, smart wireless headphones known as hearables, smart clothing, fitness watches and the like have transformed health and sports monitoring. The wearable activity-tracking device market is expected to generate significant revenues in 2018. The demographic that dominates this market is the youth, with 33.7 percent of this market comprising individuals aged between 18 and 24 years, who form part of the Generation Y cohort (individuals born between 1986 and 2005). However, the literature pertaining to their attitude towards wearable activity-tracking devices, which explains their adoption behaviour thereof, is limited. As such, this study explores Generation Y students’ attitude towards wearable activity-tracking devices, by examining the relationship between social image, brand name, subjective norms, and attitude towards such devices. Following a descriptive research design, self-administered questionnaires were completed by a non-probability convenience sample of 480 students registered at the campuses of three registered public higher education institutions (HEIs) in South Africa’s Gauteng province. The captured data were analysed using principle component analysis, internal-consistency reliability and nomological validity analysis, descriptive statistics, and correlation analysis.The findings indicate a significant positive relationship between social image, brand name, subjective norms, and South African Generation Y students’ attitude towards wearable activity-tracking devices. A device’s brand name, social image, and the subjective norms pertaining to such a device relate significantly to Generation Y students’ attitude towards wearable activity-tracking devices. It is therefore paramount for device manufacturers and marketing managers to emphasise the brand name and how such devices not only improve overall physical health, but also increase social image and promote approval amongst peers within this generation. 

Keywords

• Attitude
• Generation Y students
• wearable activity-tracking devices
• South Africa

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