Continuance intention in running apps: the moderating effect of relationship norms

Abstract

PurposeThe number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.Design/methodology/approachConvenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.FindingsThe study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.Originality/valueAmid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.

An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics

“…Given the high effect of tracking on performance expectancy, manufacturers should increase their efforts to improve the accuracy of tracked measurements. Gamified elements, coaching features and the ability to share activity information with friends are critical aspects of intention to use, as per the previous studies (Cheng et al, 2022). Our findings can help sports technology brands develop better product user engagement by adopting various contextaware features.…”

“…Our study contributes to the literature on the adoption and continued use of sports technologies that build on existing research (e.g. Barbosa et al, 2021;Cheng et al, 2022;Damberg, 2021). Our four-dimension construct of context-awarenesscomprising gamification, tracking, coaching and sharinghelps to provide better explanations to the drivers behind adoption and continued use.…”

“…In a similar theoretical approach, Barbosa et al (2021) utilized UTAUT2 to predict the intention to use fitness center apps. Cheng et al (2022) focused on continued usage intention for running apps by using some of the variables from the acceptance model. Other studies have used nontechnological variables such as health consciousness (Damberg, 2021) as additions to the UTAUT2 model.…”

“…Barbosa et al. , 2021; Cheng et al , 2022; Damberg, 2021). Our four-dimension construct of context-awareness – comprising gamification, tracking, coaching and sharing – helps to provide better explanations to the drivers behind adoption and continued use.…”

Comparison on effect mechanism of continuance usage between entertainment and knowledge apps: a qualitative analysis of online reviews

“…Based on one or more theoretic frameworks, scholars almost always further study finer factors that may engender impacts. Given an app is essentially an information system used by people to reach some goal(s), such as entertainment or acquiring knowledge; thus, perceived usefulness (Cheng et al , 2021) under TAM or UTAUT, utilitarian value (Tang and Du, 2021) under perceived value and performance expectancy (Tam et al , 2020) under ECM are invariably highlighted. Furthermore, cognizant of the conceptual general ness of perceived value and expectancy in ECM, nuanced other aspects of perceived value, such as hedonic value and different dimensions of expectancy, such as effort expectancy, are also examined.…”