Research on Social and Technical Factors Affecting Consumers' Quantified-Self Consciousness in Mobile Social Networks

Given the popularity of quantified-self activities and their associated benefits, it is crucial for businesses to encourage consumers to develop a sense of quantified-self consciousness, thereby promoting their participation in these activities. This study combines the UTAUT model to explore the factors that affect consumers' quantified-self consciousness in mobile social networks. 288 valid questionnaires have been collected through both online and offline channels and regression analysis was used for model testing. Empirical research shows that social norms, social support, performance expectancy, effort expectancy, and facilitating conditions all positively affect consumers' quantified-self consciousness; instrumental rationality plays a negative moderating role between performance expectancy and quantified-self consciousness, effort expectancy and quantified-self consciousness, but it is not significant between facilitating conditions and quantified-self consciousness. This outcome is significant for businesses in terms of how they can promote consumer quantified-self consciousness from both social and technological aspects, and encourage their participation in quantified-self activities. It also provides a richer theoretical perspective for understanding consumer behavior and offers valuable guidance for businesses in developing more effective market strategies and product designs.