Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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Readiness to Adoption: Consumer–Provider Dynamics in Wearable Technologies

Authors
Kirti Sharma1, *
1Associate Professor, Management Development Institute (MDI), Gurgaon, India
*Corresponding author. Email: Kirti.sharma@mdi.ac.in
Corresponding Author
Kirti Sharma
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_19How to use a DOI?
Keywords
Consumer Readiness (CR); Wearable Technologies (WTs); DEMATEL Analysis and Emerging Markets
Abstract

Purpose- This study aims to empirically investigate consumer readiness scale on wearable technologies usage by consumers and service providers in emerging markets. This study investigates the consumer preferences and service providers’ preferences on consumer readiness scale.

Design/Methodology/Approach- This study conducted two phases of the study, phase 1- A structured questionnaire survey containing consumer readiness scale and for phase 2 – DEMATEL Method is applied based on the responses received from service providers (decision makers) of wearable technologies.

Findings-Results identified that there is a clear gap among consumers preferences on consumer readiness and provides focus on developing wearable technologies. Results also identified that role clarity is the prime focus of developers providing WTs to consumers.

Originality/Value-This study enriched the understanding and importance of consumer readiness to enable efficient use of wearable technologies.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_19How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kirti Sharma
PY  - 2026
DA  - 2026/03/10
TI  - Readiness to Adoption: Consumer–Provider Dynamics in Wearable Technologies
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 308
EP  - 329
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_19
DO  - 10.2991/978-94-6239-608-1_19
ID  - Sharma2026
ER  -