Percorrer por autor "Probst, Moritz Cyril"
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- Consumer adoption intention in wearable fitness devices : the role of changing pricing modelsPublication . Probst, Moritz Cyril; Borges, MónicaThe wearable fitness device market is currently undergoing a transformation from traditional ownership-based pricing models to subscription-based pricing models. This study examines how these pricing models affect price value, a key determinant of consumer adoption intention as defined by the UTAUT2 framework. A quantitative survey of 265 valid respondents was conducted to assess price value perceptions across three key dimensions that differentiate the pricing models: the amplitude of the initial investment, periodic pricing, and the potential for higher cost of subscription-based models. The results show no significant impact of the initial investment or periodic pricing on price value perceptions, challenging previous research suggesting that subscription models offer benefits through lower barriers to entry and temporal framing. However, when considering the potentially higher cost of subscriptions, subscription based pricing models showed lower price value perceptions. This suggests that ownership based pricing may provide a strategic advantage in driving consumer adoption. Nonetheless, it was acknowledged that the perceptual drawbacks of subscription models may be offset by their operational and financial benefits for businesses, depending on their objectives. This study contributes to the academic literature by improving the understanding of cost perceptions in the wearable fitness device market and highlights the need for future research to refine methodologies and to include more diverse samples to increase generalizability.