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Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)

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  • Chakraborty, Debarun
  • Singu, Hari Babu
  • Patre, Smruti

Abstract

With the rise in popularity and use of fitness apps, more research is needed to learn more about how people use the apps so that they keep using them. Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the Innovation Resistance Theory (IRT) together in this study to learn more about how people make decisions about how to use apps for fitness. Eight hundred and fifty-eight users of various fitness apps have responded to the questionnaire. Results show that people who are open to changing their fitness systems from traditional to app-based services enjoy new experiences and new product behaviours. For them, the perceived functional barriers to service adoption don't hold them back. At the same time the users of fitness apps try to get health and fitness information from as many sources as possible, like friends, peer groups, the newspaper and social networking apps. Users with a high level of health consciousness are more likely to be active in their health and fitness. People who use apps make decisions based on new information from the integrated model. App providers should think about how to get and keep users interested in their apps, personalise their experience, and design features that make users invested in the apps.

Suggested Citation

  • Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922001266
    DOI: 10.1016/j.jretconser.2022.103033
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