Factors Influencing Fitness App Users' Behavior in China

This study aimed to develop and test a model to explain factors that affect continuous behavior while using fitness apps via expectation-confirmation theory (ECT), Technology Acceptance Model (TAM), and Post-Acceptance Model of Information Systems Continuance (PAM-ISC). Participants completed an online survey. A structural equation model was used to test the proposed model composed of the main factors from ECT, TAM, and PAM-ISC. Achievement motivation was the most important motivation in fitness app use; social, exercise, economic, and interest motivations were also significant factors, while self-development and emotional motivations did not influence initial experience behavior. Five key factors regarding continuous behavior were also identified: expectation confirmation, satisfaction, perceived ease of use, perceived usefulness, and trust. As the frequency of fitness app use are expected to increase, this model provides theoretical and practical guidance for app designers and marketers