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| Research on Obstructive Factors and the Influencing Mechanism of Consumers’ Involvement in Quantified-Self |
| ZHANG Yudong，LI Dongjin |
| Nankai University, Tianjin, China |
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Abstract Consumers’ abandonment will directly impede long-term utility of “Quantified-Self” and benefits of related enterprises. Through the exploratory development of dimensions of obstructive factors and verification of the influencing mechanism how these factors impede consumers’ involvement in “Quantified-Self”, obstructive factors of consumers’ involvement in “Quantified-Self” are divided into six dimensions, namely operational barriers, attitudinal barriers, sharing barriers, data barriers, cognitive barriers, maintaining barriers. In addition to maintaining barriers aroused by the satisfaction of behavior and capacity, the transfer of objective concerns and the restriction of environmental conditions, the operational barriers caused by data collection, integration, and reflection difficulties will increase consumers’ perceived difficulty of involving in “Quantified-Self”. Cognitive barriers, data barriers, sharing barriers and attitudinal barriers may promote consumers’ perceived uselessness of involving in “Quantified-Self”. The perceived difficulty and uselessness then promote the intention to give up “Quantified-Self”. The results can provide guidance for driving consumers to participate in “Quantified-Self” and improving enterprises’ related strategies.
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Received: 15 August 2017
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