Mobile sensor devices such as smart wearables and activity trackers open up new opportunities to be used in the health care sector. Moreover, since the positive effects of wearable technologies on individuals have been examined, and with fitness trackers becoming significance in preventing chronical conditions which are typically caused by the lack of regular physical activity and causing problems in weight gain and obesity, diabetes and/or osteoporosis has led the statutory health insurance companies in different countries to introduce fitness trackers as part of their reward systems. The objective of this study is to empirically examine individual’s overall perception and experience with mobile fit-ness tracker, drivers as well as adoption barriers, with a particular focus on individual attitude and response when these trackers are implemented in novel services offered by professional health insurance companies. Based on 32 qualitative interviews with users, non-users and experts from insurance companies, our study will contribute toward a better understanding of individuals’ smart wearable perception and adoption in the context of health insurance companies.

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