Influence of Design Aesthetics and Brand Name On Generation Y Students’ Intention to Use Wearable Activity-Tracking Devices

Abstract

where the captured data were analysed using descriptive statistics, correlation analysis, reliability and validity measures and structural equation modelling. The findings indicate that design aesthetics and brand name significantly influence Generation Y students’ intention to use wearable activity-tracking devices. A device’s design aesthetics as well as brand name are significant in determining Generation Y students’ intention to use such tracking devices. As such, retailers and marketers should focus on enhancing design aesthetics and brand awareness of wearable activity-tracking devices when targeting the lucrative Generation Y student market segment.