Determinants of health-conscious consumers’ intention to adopt fitness apps

• Published in: Innovative Marketing Vol. 19; no. 3; pp. 1 - 10
• Main Authors: Atikur Rahaman, Md, Dilip Taru, Rupali, Gupta, Aman, Prajapat, Vikash, Ahmed, Emran
• Format: Journal Article
• Language: English
• Published: Sumy Business Perspectives Ltd 01.01.2023; LLC "CPC "Business Perspectives
• Subjects: Consumer attitudes; facilitating condition; health consciousness; hedonic motivation; perceived performance; Physical fitness; price value; self-efficacy; Software; Technology adoption; Bangladesh; Dhaka Bangladesh
• ISSN: 1814-2427; 1816-6326
• DOI: 10.21511/im.19(3).2023.01

This study aims to investigate the factors influencing consumers’ intention to adopt health fitness apps. The target population for this study were current users of health fitness apps. The data collection process was completed using a Google e-mail form with a cover letter for the convenience of customers, wherein 308 respondents were the final sample size. Data were collected from current members of health clubs and fitness centers in Dhaka, Bangladesh. Most of the respondents were males (56%, n = 308), whereas females were 44%, n = 134. Five-point Likert scale was used, where ‘1’ means ‘Strongly Disagree’ and ‘5’ ‘Strongly Agree’, to clarify the item-wise questionnaire. SPSS data analysis software for research purposes was used to evaluate the hypotheses. Cronbach Alpha (α) value was used to justify the reliability of the variables. Four items measure price value; perceived performance, health consciousness, facilitating condition, hedonic motivation are measured by two items; self-efficacy – by three. The results show that the selected six determinants positively and significantly affect consumers’ intention to use health fitness apps. Overall, these variables can explain 55.50% of the variance in predicting behavioral intentions to adopt health fitness apps. Furthermore, this results could provide significant clues to health fitness app developers that can severely influence users to adopt health fitness apps for their wellbeing.