An In-Depth View on the Role of Irrational Opposition in Wearable Health Tracker Adoption in Corporate Wellness Programs

Abstract

This paper extends the UTAUT 2 by adding the concept of irrational opposition to the adoption of a wearable health tracker in a corporate wellness setting. Our proposed model incorporates all of the UTAUT 2 constructs and adds the idea of irrational opposition. UTAUT 2’s emphasis is more on the drivers of rational intention to adopt consumer technology. However, not all human behavior is rational. We develop a new theoretical model integrating both rational and irrational drivers of behavior. We also develop and validate an instrument for testing this model and provide recommendations on reducing the element of irrational opposition.