Deciphering Wearable Adoption: Insights from Hospital Image and Consumer Innovativeness

Abstract Rapid advancements in digital technologies have revolutionized care delivery. The medical device market, driven by the rise of wearable devices, continuously develops and sees increased end-user acceptance. However, healthcare markets often have uneven power dynamics between patients and providers and high uncertainty levels, leading to potential information asymmetry. Drawing on signaling theory and consumer innovativeness, we examine their effects on end-user acceptance. We explore perceived value and hospital corporate image as potential predictors of the intention to use wearable devices. Using a sample of 201 respondents, including both prior and non-prior users of wearable devices, we test a conceptual model to predict usage intention. The findings confirm significant direct relationships between perceived value, consumer innovativeness, and the intention to use smart wearable devices. They also highlight the importance of a hospital’s corporate image to resolve information asymmetries. This confirms its positive indirect effect on the intention to use these devices. This study contributes to the literature on consumer behavior and technology adoption. To the best of the authors’ knowledge, it is the first to demonstrate the direct and indirect effects of brand image on the intention to use smart wearable devices.