Smart Wellness

This chapter discusses the roles of brand attachment and trust in the adoption of smart service systems within the wellness industry. The exponential growth in smart wellness products and services, driven by technological advancements and increased consumer interest in personalized well-being, necessitates an understanding of consumer responses in this domain. Smart products, such as wearable fitness trackers, are often integrated with services to form smart service systems, enhancing customer experience through data-driven personalization. However, the success of these systems hinges on consumers’ willingness to share personal data for the company to manage. This chapter explores how brand attachment and trust influence such willingness, proposing that ownership of branded products fosters brand attachment, which in turn builds trust and increases data-sharing willingness. Empirical evidence is provided through a study involving 450 participants, highlighting the mediating roles of brand attachment and trust. The findings offer theoretical insights into the interplay between brand attachment, trust, and data sharing, providing practical recommendations for companies to build strong brand attachments and trust through high-quality products, transparent communication, and robust data security practices. This strategic approach can enhance consumer acceptance of companies’ data management and encourage the adoption of smart wellness services.