| Individual / Cultural Differences of Consumers of Sports Wearable Technologies |
| Paper ID : 1053-SPORTCONGRESS |
| Authors |
|
Behzad Izadi *1, Mrayam Askari2 1university of kurdistan 2university of kurdistsn |
| Abstract |
| The aim of this research was to identify the individual and cultural differences among consumers of sports wearable technologies. The statistical population included professional and amateur athletes with at least five years of experience using these devices. Purposeful sampling was used, and the sample size was determined by theoretical saturation. Data was collected through semi-structured interviews and analyzed using coding and thematic analysis in NVivo software. Validity was ensured via collaborative research and member checking, and reliability, calculated using Scott's formula, was 86%. The findings were categorized into individual differences, including disparities in income and access to technology, the role of feedback in satisfying user needs, and gender-based variations in usage patterns. Cultural differences encompassed the perceived necessity of wearables in modern sports and the influence of cultural geography on technology adoption and development in physical activity. A total of 74 open codes, 19 sub-themes, and 6 main themes were identified. The conclusion confirmed that varying income levels and access across different social strata and cultures are influential factors. National culture emerged as an essential differentiator between consumers in different countries, with a nation's cultural values significantly shaping overall technology adoption patterns and user behavior. |
| Keywords |
| sports wearable technology, individual and cultural differences. |
| Status: Abstract Accepted (Poster Presentation) |
