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

Year 2018, Volume: 10 Issue: 2, 83 - 98, 31.12.2018

Chantel Muller Natasha De Klerk Ayesha Lian Bevan-dye

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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