Wearable health devices: The role of perceived complexity and effectiveness in shaping positive Word-of-Mouth (WOM). A study on Automated Insulin Delivery (AID) systems

Wearable health devices are transforming the healthcare sector through the continuous expansion of their functionalities. In this context, this research analyzes the role of perceived complexity and effectiveness of wearable health devices in generating positive word of mouth (WOM). A survey-based quantitative study has been conducted among automated insulin delivery (AID) systems users. The results show that perceived complexity does not have a direct effect on WOM, but rather an indirect effect mediated by effectiveness perception.These findings have important implications for the design and promotion of devices, suggesting the need for a user-centered approach.