Swim to Dream-A Study on factors impacting Fitness Bands adoption for Indian Swimmers

Abstract

Wearable devices are increasingly gaining popularity among swimmers worldwide. These devices encompass all forms of electronic devices that are computational or sensory in nature and can be worn either on the body or with clothing. Among these wearable, fitness bands are gaining widespread popularity and are currently a trend among swimmers. Fitness bands can offer improved information and communication tools, especially for athletes such as swimmers, thereby simplifying their everyday lives. However, a report has indicated that the Indian market has a negative attitude towards the adoption of wearable. To explore how fitness bands can be accepted by swimmers in the Indian market, a study was conducted using the theory of reasoned action as the foundation for the theoretical framework. The study incorporated external variables such as perceived user engagement and perceived visual aesthetics to develop a new conceptual framework. A qualitative research approach was employed, with interviews conducted to gather swimmers' opinions on fitness bands. The study's findings suggest that fitness bands have a potential future in the Indian market if they offer useful features and a decent design.