Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)

• Published in: Journal of retailing and consumer services Vol. 67; p. 103033
• Main Authors: Chakraborty, Debarun, Singu, Hari Babu, Patre, Smruti
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2022
• Subjects: Attitude; Fitness apps; Health consciousness; IRT; Openness to change; Purchase behaviour; SOBC; Visibility; Openness to change; Health consciousness; Attitude; Fitness apps; IRT; Visibility; Purchase behaviour; SOBC
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2022.103033

With the rise in popularity and use of fitness apps, more research is needed to learn more about how people use the apps so that they keep using them. Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the Innovation Resistance Theory (IRT) together in this study to learn more about how people make decisions about how to use apps for fitness. Eight hundred and fifty-eight users of various fitness apps have responded to the questionnaire. Results show that people who are open to changing their fitness systems from traditional to app-based services enjoy new experiences and new product behaviours. For them, the perceived functional barriers to service adoption don't hold them back. At the same time the users of fitness apps try to get health and fitness information from as many sources as possible, like friends, peer groups, the newspaper and social networking apps. Users with a high level of health consciousness are more likely to be active in their health and fitness. People who use apps make decisions based on new information from the integrated model. App providers should think about how to get and keep users interested in their apps, personalise their experience, and design features that make users invested in the apps.