Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19

The evolution of Artificial Intelligence (AI) has revolutionized many aspects of human life, including healthcare. Amidst the Covid-19 pandemic, AI-enabled smartwatches are being used to help users to self-monitor and selfmanage their health. Using a framework based on Stimulus-Organism-Response (S-O-R) theory, this present study aimed to explore the use of AI-enabled smartwatches for health purposes, in particular the effects of product quality, service quality, perceived convenience, and perceived ease of use on user experience, trust and user satisfaction. Based on a purposive survey sample of 486 smartphone users in Bangladesh, data collected was analyzed using SPSS software for elementary analyses and PLS-SEM for hypotheses testing. The findings showed that the predictors, namely product quality, service quality, perceived convenience, and perceived ease of use, significantly affected user experience and trust. Similarly, user experience and trust were influential on user satisfaction and played partial mediating roles between predictors and user satisfaction. Besides, gender and age moderate the relationships of experience and trust with customer satisfaction. These findings support the S-O-R theoretical framework and have practical implications for brand and marketing managers of smartwatches in developing product features and understanding users' attitudes and behaviours.

Automated summary

This study explored the impact of AI-enabled smartwatches on user experience and trust using a purposive survey sample of smartphone users, revealing that product quality, service quality, perceived convenience, and perceived ease of use significantly influence user satisfaction. User experience and trust play crucial roles in mediating the relationships between predictors and user satisfaction, while gender and age moderate the relationships between experience, trust, and customer satisfaction.