Taking charge of my health in my way! Exploring consumers' continuous usage intention and brand loyalty toward health wearable devices: a hybrid method of PLS-SEM and artificial neural network

Facing the low continuous use intention on health wearable devices (HWDs) today, this study evaluates the effects of both individual and technical attributes on perceived satisfaction, thus affecting brand loyalty and continuous use intention by extending the stimulus-organism-response (S-O-R) theory. An online self-administered questionnaire, consisting of 360 valid responses, is adopted for data collection and then conducts a hybrid analytical method that combines partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN). The findings show that health-consciousness, convenience, measurement accuracy and affordance significantly affect perceived satisfaction, which in turn affects brand loyalty and continuous use intention. Besides, brand loyalty positively relates to ongoing use intention. This study strengthens the role of S-O-R theory in continuous behavioural intention on HWDs by integrating individual and technical attributes and provides practical suggestions to manufacturers for enhancing consumer satisfaction and brand loyalty.