Strengthening health monitoring: Intention and adoption of Internet of Things-enabled wearable healthcare devices

Objective Health self-monitoring technologies are gaining popularity worldwide, but they face low adoption rates in emerging countries. There is a deficiency in studies that have applied the value-belief-norm (VBN) model to understand the adoption of IoT-enabled wearable healthcare devices (WHDs). This study investigates the adoption of IoT-enabled WHDs among older adults in China, using the VBN model as a theoretical framework. Methods Using a convenience sampling method and a web-based cross-sectional survey method, we collected data from 476 respondents, which we analyzed using partial least squares structural equation modeling using Smart PLS version 3.3.5. Results The findings highlight the significance of health values and motivation in shaping personal health beliefs, which, in turn, influence personal norms and awareness of consequences. Particularly, awareness of consequences and attributions of responsibility significantly impact personal norms. Personal and social norms, in turn, strongly affect the intention to adopt IoT-enabled WHDs, ultimately driving their actual adoption. Conclusion This research contributes novel insights into the behavioral dynamics surrounding the adoption of IoT-enabled WHDs, providing valuable guidance for marketers and policymakers. Marketers can leverage these insights to develop tailored marketing strategies within the IoT-enabled WHD industry. Additionally, policymakers are urged to prioritize campaigns aimed at enhancing awareness and understanding of self-healthcare monitoring, with a focus on promoting the unique health benefits of IoT-enabled WHDs.