Title: From Wearable Data To Business Value: How Self-Tracking Engagement Drives Customer Retention In The Fitness Industry
Authors: Quan Nguyen Van, Thanh Nguyen Thi Kim
Volume: 10
Issue: 5
Pages: 16-26
Publication Date: 2026/05/28
Abstract:
The rapid adoption of wearable fitness technologies has transformed how individuals monitor, interpret, and manage their health-related behaviors. Despite their widespread use, limited research has examined how self-tracking engagement translates into perceived value and customer retention intention, particularly through psychological mechanisms. Drawing on the Technology Acceptance Model (TAM) and Social Cognitive Theory (SCT), this study develops and tests a conceptual framework that links self-tracking engagement, perceived value of fitness services, exercise self-efficacy, and customer retention intention. Data analysis with 315 respondents through SmartPLS 3 reveals that self-tracking engagement positively influences perceived value, which in turn enhances customer retention intention. In addition, self-tracking engagement also has a direct effect on retention intention. Importantly, exercise self-efficacy is found to moderate the relationship between self-tracking engagement and perceived value, such that the effect is stronger for individuals with higher levels of self-efficacy. These findings highlight the critical role of psychological factors in shaping how users derive value from wearable technologies. The study contributes to the literature on digital health and technology adoption by extending TAM to post-adoption behavior and integrating SCT to explain individual differences in value perception. Practical implications are provided for designers and managers of wearable fitness services to enhance user engagement, perceived value, and long-term customer retention.