The Promotion of Physical Activity from Digital Services: Influence of E-Lifestyles on Intention to Use Fitness Apps

Abstract

E-Lifestyles are individual forms of behavior in the digital environment that reflect the values, activities, interests, and opinions of consumers. Likewise, fitness Apps are considered technological tools for promoting physical activity online. Although there are studies related to sports lifestyles, it has not been analyzed yet how e-lifestyles are related to the use of fitness Apps. Based on this, this study represents a step to clarify how e-lifestyles influence different relationships with perceived ease of use, perceived usefulness, attitude, and intentions to use Fitness Apps. Therefore, the objective of the study was to analyze the relationship between the e-lifestyles of consumers of Boutique fitness centers and their relationship with the perceived ease of use, the perceived usefulness, the attitude, and the intention to use Fitness Apps. The sample was 591 customers (378 women and 213 men) of 25 Boutique fitness centers. An online questionnaire was used for data collection. Data was analyzed with confirmatory factor analysis and structural equation model. Findings provide an insight into the importance of e-lifestyles in the intention of using fitness Apps and therefore in promoting physical activity through online fitness services. The results showed positive relationships between e-lifestyles, perceived ease of use, perceived usefulness and attitude toward fitness Apps. Finally, the attitude toward fitness Apps offered a very high predictive value on use intention. This study provides a better understanding of consumer´s intention to use fitness Apps. The conclusions and recommendations for sports managers of fitness centers highlight the importance of e-lifestyles as a predecessor for the use of fitness Apps.