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Use of Digital Technologies in Consumer Fitness Practices: Insights from Service-Dominant Logic

Author

Listed:
  • Yuanfei Guo

    (University of Waikato)

  • Mary FitzPatrick

    (University of Waikato)

  • Roy Larke

    (University of Waikato)

Abstract

Suboptimal health and chronic disease are major health issues worldwide, accounting for 63% of the cause of deaths globally in 2012 (World Health Organization, 2012). In China, the increasing numbers of young Chinese consumers with suboptimal health are causing concern to healthcare policy-makers and providers. This paper presents research findings that show state-of-the-art digital technologies (e.g., smart devices and fitness apps) influence Chinese Gen Y consumers’ fitness practices and therefore offer the potential for improving their lifestyles. Using a non-experimental quantitative methodology, we examined the construct of ‘value’ for 230 Chinese Gen Y consumers in relation to their fitness practices facilitated by digital technologies. Given the research focus on value and value co-creation that occur within virtual fitness communities, we adopted Service-Dominant (S-D) logic as the theoretical framework. Analysis showed that respondents reported high fitness-oriented and experience-oriented value in the use of digital technologies in their fitness practices, whereas socialising-oriented value was the least important value. The findings of this study provide a new application of S-D logic to consumers’ online fitness behaviours, which substantiates S-D logic’s applicability in interpreting emerging consumer behaviour phenomena in complex service contexts. Finally, by addressing the gap in marketing research on consumer fitness practices facilitated by digital technologies, this research sets a base for future studies of consumer health and wellbeing using the latest electronic tools, systems, devices and resources that generate or process consumer data.

Suggested Citation

  • Yuanfei Guo & Mary FitzPatrick & Roy Larke, 2017. "Use of Digital Technologies in Consumer Fitness Practices: Insights from Service-Dominant Logic," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 8-14, July.
  • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:8-14
    as

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    References listed on IDEAS

    as
    1. Jules Woolf, 2008. "Competitive Advantage in the Health and Fitness Industry: Developing Service Bundles," Sport Management Review, Taylor & Francis Journals, vol. 11(1), pages 51-75, January.
    2. Woolf, Jules, 2008. "Competitive Advantage in the Health and Fitness Industry: Developing Service Bundles," Sport Management Review, Elsevier, vol. 11(1), pages 51-75, May.
    3. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Services marketing; digital technologies; fitness practices; value co-creation; service-dominant logic.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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