Factors influencing perceived usefulness of a branded weight-loss app

PurposeThe aim of this study was to observe how a user's individual factors in a commercial weight-loss treatment app affect their perceived usefulness of its features and how they relate to each other.Design/methodology/approachThe information was obtained from an online survey with a sample of 412 users from a branded app for a commercial weight-loss treatment using body mass index (BMI), self-efficacy, social support and perceived usefulness as variables.FindingsUsers with higher self-efficacy perceived the app's features as more useful. However, BMI was not a factor except for the psycho-emotional support features, which individuals with obesity perceived as more useful. Likewise, it was found that there weren't any significant differences in self-efficacy based on their BMI. Lastly, it was found that social support could not be used as a factor to predict self-efficacy.Research limitations/implicationsThis study helps understand how individual factors for behavioural change may affect the perceived usefulness of a weight-loss app. Furthermore, the significance of self-efficacy as an influencing factor provides useful information for companies and app developers alike when developing their branded apps.Originality/valueThis study contributes to the body of knowledge on factors affecting user perceptions of weight-loss apps. It also adds to the literature of branded apps as complimentary resources for companies, which has not been studied in detail.