Beyond adoption – factors influencing continuous wear behavior of fitness wearable devices

Purpose This study investigates the factors that drive long-term use of wearable fitness devices (WFDs) beyond initial adoption. Design/methodology/approach An explanatory sequential mixed-methods design was employed, combining a survey of 466 WFD users in India with qualitative interviews of 18 participants. The quantitative phase tested hypotheses using partial least squares structural equation modeling (PLS-SEM), while the qualitative phase applied thematic analysis to explore user experiences. Underpinned by consumer practice theory (CPT), the study examined material (device features), meaning (privacy) and competence (technical skills) factors. Findings Device personalization and ease of use significantly influenced users’ emotional connection to their devices (device affinity), whereas privacy concerns and unrealistic performance expectations diminished it. Device affinity emerged as a critical mediator, linking these factors to sustained usage. High-affinity users seamlessly integrated WFDs into daily routines, while low-affinity users struggled with technical challenges and privacy anxieties. Practical implications Manufacturers should prioritize customizable features, transparent data practices and reliable performance. Healthcare providers can enhance adoption by guiding users in building technical literacy. Users are encouraged to align device functionalities with personal routines. Together, these strategies can transform WFDs from fleeting gadgets into enduring health companions. Originality/value This research extends CPT to the digital health domain, introducing device affinity as a novel mediator between practice elements and long-term adoption. Unlike traditional adoption models, it highlights the interplay of socio-material factors and offers a mixed-methods lens to understand users' sustained use.