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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY


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


Author(s): Nima Molavi, Suvankar Ghosh, James Y. Strebler

Citation: Nima Molavi, Suvankar Ghosh, James Y. Strebler, (2020) "An In-Depth View on the Role of Irrational Opposition in Wearable Health Tracker Adoption in Corporate Wellness Programs," Journal of Strategic Innovation and Sustainability, Vol. 15, Iss. 2, pp. 154-167

Article Type: Research paper

Publisher: North American Business Press

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 thedrivers 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.