Factors influencing the perceived usability of wearable chair exoskeleton with market segmentation: A structural equation modeling and K-Means Clustering approach

The sudden implementation of work-from-home setup has caused the rise of sedentary position among employees which led to an increase in development or worsening of musculoskeletal disorders. To help mitigate this problem, wearable assistive devices such as wearable chairs have been argued to be beneficial. Several studies have expounded on the benefit of using this, however little to no available device is yet present in the Philippines. To which, businesses and developers could capitalize on this aspect. This study examined the perceived usability of wearable chair exoskeleton in the Philippines by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT2) and System Usability Scale (SUS). A questionnaire was developed and distributed to 365 residents in the Philippines to measure the factors and their relationship to perceived usability accurately. Indicators and measures used in the questionnaire were derived from existing literature on technology acceptance and usability evaluation. Partial least squares structural equation modeling (PLS-SEM) was used for this study. Results revealed that perceived usability was significantly influenced by usage behavior. At the same time, habit, hedonic motivation, and performance expectancy significantly influenced the behavioral intention of the wearable chair exoskeleton. K-Means clustering was also utilized to identify clusters of target users of the wearable chair in the country, such as high-value customers, core customers, and low-value customers. Results indicated that demographic factors such as females, 30 years old and below, earning Php45,000 and above monthly, and living in a city are highly likely to utilize the product. The findings of this study can be applied and extended as a theoretical framework for future researchers of consumer behavior and exoskeleton developers for enhancing the innovation and usability of this new technology. This study may also be used and capitalized by investors to strategize the development and marketing of the exoskeletons among industrial and teleworkers worldwide.