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Anusree BRP Final
Anusree BRP Final
Anusree BRP Final
Submitted by
ANUSREE DAMODARAN
M190017MS
MAY 2021
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CERTIFICATE
Place: Calicut
Date: 14- 05-2020 Dr. Reju George Mathew
SUPERVISOR
Asst. Professor
(Office seal)
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DECLARATION
I certify that
a. The work contained in this business research project is original and has been done
b. The work has not been submitted to any other Institute for any degree or diploma.
c. I have followed the guidelines provided by the Institute in writing the report.
d. I have conformed to the norms and guidelines given in the Ethical Code of Conduct
of the Institute.
e. Whenever I have used materials (data, theoretical analysis and text) from other
sources, I have given due credit to them by citing them in the text of the thesis and
f. Whenever I have quoted written materials from other sources, I have put them under
quotation marks and given due credit to the sources by citing them and giving
Anusree Damodaran
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ABSTRACT
The increasing trend towards the wellness is reflected in fitness and wellness industry. Who
encourages prevention of disease through increased physical activity .The Indian
government has launched National health Policy to encourage the preventive and promotes
health improvement. Increased penetration of smartphone has led to the growth of mobile
health acre which encourages customer engagement, achieve fitness goals and share it in
the various social networking sites.
In this study we will be studying the consumer perception and behavioural intention to use
fitness application through UTAUT2 framework. The number of fitness applications has
increased at exponential rate and challenge for various brands is to bring tailor made
competitive apps to sustain in the market. With the help of qualitative and quantitative
study this project aims to study the factors that will determine the consumer’s intention to
use fitness application among the younger generation 20 – 30 in Kerala. This study will
help the brands to keep an eye on the factors that are relevant will taking any strategic
actions while coming up with new fitness applications or coming up with new fitness
applications.
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Contents
DECLARATION ............................................................................................................... III
ABSTRACT .......................................................................................................................IV
List of Tables .....................................................................................................................VI
List of Figures ....................................................................................................................VI
List of Abbreviations ....................................................................................................... VII
CHAPTER 1: INTRODUCTION ........................................................................................ 1
Statement of the problem ................................................................................................. 2
Research Objectives ......................................................................................................... 2
CHAPTER: 2 LITERATURE REVIEW ............................................................................. 3
Price ................................................................................................................................. 3
Perceived Ease of Use ...................................................................................................... 3
Perceived usefulness ........................................................................................................ 3
Hedonic Motivation ......................................................................................................... 4
Social Influence ............................................................................................................... 4
Facilitating Condition ...................................................................................................... 4
CHAPTER 3: RESEARCH METHODOLOGY ................................................................. 5
Conceptual Model & Hypothesis ..................................................................................... 5
Measurement .................................................................................................................... 6
Closed Survey .............................................................................................................. 6
Open Survey................................................................................................................. 6
Sample and Data collection ............................................................................................. 6
Closed Survey: ............................................................................................................. 6
Open Survey: ............................................................................................................... 6
Closed Survey .................................................................................................................. 7
Respondent profile ....................................................................................................... 7
Scale accuracy analysis ................................................................................................ 8
Inter-correlations values............................................................................................... 9
Assessing measurement model fit ................................................................................ 9
Hypothesis Testing and the path coefficients ............................................................ 10
Open Survey................................................................................................................... 11
Respondent profile ..................................................................................................... 11
Analysis...................................................................................................................... 12
CHAPTER 5: CONCLUSION AND SCOPE FOR FUTURE STUDY ............................ 13
Business implications..................................................................................................... 13
Limitations and scope for future study .......................................................................... 14
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List of Tables
List of Figures
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List of Abbreviations
P: price
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CHAPTER 1: INTRODUCTION
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following section discuss on the literature study on the technology adoption and build
appropriate hypothesis. Finally we discuss the result, business implications and future
scope of study.
Research Objectives
To identify the variables affecting the the behavioural intention to adopt smartphone
fitness apps
To study the attitude of younger generation towards the fitness applications.
To understand the acceptance of fitness application in Kerala and give suggestions to
improve the adoption of technology
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CHAPTER: 2 LITERATURE REVIEW
Mobile applications have revolutionized our daily lives with its presence. It empowered
humans to share and access information without any spatial barriers. These technologies
provide access to information and perform distinct user functions including mobile
payment learning, shopping, and banking.The management of fitness applications are also
in the flow of trend. Along with tracking and recording user’s fitness activities, these
activities can provide personalized instructions based on user objectives. These apps pave
way for the users to maintain their motivation and achieve their objectives. Today’s
younger generation being aware of the health values proactively use these apps to monitor
their health. We analyse different factors to formulate the hypothesis and frame the
conceptual model.
Price
Several studies have analysed the effect of consumer’s attitude on the intention to use the
technology. The utilitarian benefits of the technology and the utilitarian benefits are
important for consumers when adopting a new technology (Venkatesh et al., 2012). Some
study say that when the price is higher people expect to have higher value and higher
motivation to adopt the technology. The study by L. Erasmus and M. Venter (2013) failed
to establish a negative relationship between the customers intention to use fitness
application. The study By Yu in 2012 empirically analyzed and tested the relationship
between the intention to use and rice value.
Perceived usefulness
The ECM-ISC model argues that person’s perceived usefulness affects degree of
consumer’s intention to adopt the technology. The study by Jerónimo and Pablo is 2020
studied that the perceived usefulness have positive significance on the intention to use
fitness application. This study is mainly focusing on the people who are interested in fitness
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and wellness which implies that that the perceived usefulness will be considered as an
important factor.
Hedonic Motivation
Study by Venkatesh et al (2012) defines hedonic motivation as fun derived with the use of
technology. Van Der Heijden (2014) supported the existing study by showing that there is
an impacting role for hedonic motivation in the technology adoption. Also the younger
generation are more interested to use applications that give them fun and entertainment.
Also the intrinsic motivation factors like joy and curiosity have a strong positive influence
on the application adoption behaviour. Researcher Huang and Kao (2015) empirically
proved the hedonic motivation as important predictor in behavioural intention to adopt new
technology.
Social Influence
Social influence is the extent to which the consumers believe that they should adopt
particular technology. It is a recognized factor in theory of reasoned action. In this study
the social influence can be the influence of peer group, culture or colleagues. The research
by Alalwan (2015) states that the information given by the close circle has increase impact
on the adoption of fitness application. The study by Neeraj & Neelika (2019) identifies a
significant relationship between the factors contributing the consumer’s adoption
behaviour. Some studies also proves that younger age group were influenced by the people
who were important to them (Madan and Yadav, 2016).
Facilitating Condition
Venkatesh et al (2003) refers facilitating condition as consumer’s belief of having adequate
knowledge, resource to adopt the new technology. The study by Erasmus (2020) affirms
that consumers are encouraged to use new technologies if they have necessary resources
and support. These factors either will obstruct or aid the technology adoption and use.
Various studies have supported the behavioural usage intention of facilitating condition on
online banking, learning and payment services.
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CHAPTER 3: RESEARCH METHODOLOGY
H1: Price value positively affects the behavioural intention to adopt smartphone fitness
app.
H2: Perceived Ease of Use positively affects the behavioral intention to adopt smartphone
fitness apps
H3: Perceived Usefulness positively affects the behavioural intention to adopt smartphone
fitness apps
H5. Social influence positively affects the behavioural intention to adopt smartphone
fitness apps.
H6: Facilitating conditions positively affects the behavioural intention to adopt smartphone
fitness apps.
Price
Perceived
Usefulness
Perceived
Ease of Use Intention to use Fitness
Applications
Social
Influence
Facilitating
Condition
Hedonic
Motivation
Figure 1: Conceptual Diagram
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The predictor variables for this study as mentioned in the conceptual model include the price,
perceived usefulness, perceived ease of use, social influence, facilitating condition and hedonic
motivation. The influence of the independent variables has on the outcome variables, namely
intention to use the mobile application will be examined in this research.
Measurement
To study the user’s intention to adopt the fitness application, a quantitative and qualitative
research approach was taken. Closed and open surveys were conducted to study on the
above mentioned hypothesis using structured questionnaire. In this context to decide on the
items for study existing literature for UTAUT2 were adapted for the study on adoption of
fitness application.
Closed Survey - A total of 42 scale items were finalized for the research. To measure the
items a 7 point Likert scale was used. In the first section of the survey questions were
addressing the demographic characteristics of the respondent and the next section consisted
the questions measuring the variables under the study
Open Survey - A total of 33 scale items were finalized. Open ended questionnaire was
prepared for the study. In the first section questions were addressing the demographic
characteristics of the respondent and the next section measured the constructs of the study
Closed Survey:
The structured questionnaire were administered through online mode. The scholars like
Smyth and Pearson (2011) identifies that online surveys have increase accuracy and
flexibility for specialized samples. However the non-observed survey may cause some
errors in data quality. 112 participants completed the survey. And after filtering error
samples, 105 samples were used final analysis.
Open Survey:
For open survey, questionnaire were administered through voice calls mostly telephonic
interviews. A total of 20 samples were taken for the final analysis and qualitative analysis
was done to analyse the result
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CHAPTER 4: RESULTS AND DISCUSSIONS
This section provides an overview of the respondent profile, the scale accuracy analysis,
the model fit and hypotheses results.
Closed Survey
Respondent profile
Gender
Frequency Percent
Male 73 69.52
Female 30 28.57
Prefer not to stay 2 1.90
Total 105 100.00
Age
Frequency Percent
20-25 67 63.8
26-30 38 36.2
Total 105 100.0
Awareness of Fitness application In mobile phones
Frequency Percent
Yes 79 75.2
No 26 24.8
Total 105 100.0
The demographic profiles shows that majority of the respondents 70% were male, 28%
male, while the remaining 2% preferred not to say. Sixty four percent were between the age
21 and 25 years, with thirty six percent ages 26 to 30. Regarding their financial situation,
67% considered themselves well-off with 24% believing their families are very well off
and 9% indicating that they not so well-off. In the focus group around 75% were aware of
inbuilt fitness applications like Google Fit. Whereas 25 % were not aware about them
before the pandemic
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Scale accuracy analysis
To assess reliability and validity of the measurement scales for the current study,
Cronbach's Alpha coefficient was conducted. The Cronbach's alpha coefficients range from
0.731 to 0.871, exceeding 0.7 which is the acceptable limit
Table 2: Scale Accuracy Table
As the values are above 0.7, thus revealing the internal consistency between the items
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Inter-correlations values
The correlation is tested to prove the heterogeneity of the variables. All the inter
correlations values deviated from 1 and thus all the correlations are significant. The least
correlations values were obtained between two variables , perceived ease of use and social
influence (0.155), as well as social influence and facilitating conditions (0.035) indicating
weakest linear relationship, the values concluded the heterogeneity of the taken data under
study
Correlation Matrix
U P EU SI FC HM IU
PU 1
P 0.413 1
EU 0.498 0.349 1
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Model fit measure checks the fitness by analyzing various indices. The R2 gives the
proportion of variance in the dependent variable contributed by the independent variables.
The value gives a biased value of the data sample variance of the dependent variable that
is accountable for the regression model. R2 value is obtained as 0.331, implying that the
independent variables explains the dependent variable by 33.1 %. The less R2 value can be
taken as the chance of other potential variables contributing to the dependent variables.
This can be a potential future study on the topic. Also the table gives p value less than 0.001
which indicates the significance of the model
Hypothesised Path
relationship Hypothesis coefficient P value Outcome
In the study social influence, perceived ease of use, perceived usefulness, and hedonic
motivation’ are the variables that are significant, since their p-values are 0.047, 0.0038,
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0.0323 and 0.0420 respectively. There is significant relationship between these variables
and intention to use and we reject the null hypothesis Variables like price and facilitating
condition have values of 0.0698 and 0.0590 respectively which is greater than 0.05. So
there is no significant relationship between these variables and intention to use fitness apps
and we accept null hypotheses.
Open Survey
Respondent profile
Total of 20 responses were taken through telephonic interview among focus group. The
profile indicates that the majority of the respondents 55 % male, (45%) were female. 70 %
of the respondents between the ages of 20 and 25 years, with 30% between the ages of 26
and 30. In the focus group around 90% were aware of inbuilt fitness applications like
Google Fit. Whereas 10 % were not aware about them before the pandemic.
Gender
Frequency Percent
Male 11 55.00
Female 9 45.00
Total 20 100.00
Age
Frequency Percent
20-25 14 70.0
26-30 6 30.0
Total 20 100.0
Awareness of Fitness application In mobile phones
Frequency Percent
Yes 15 75.0
No 5 25.0
Total 20 100.0
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Analysis
The study was analyzed quantitatively and the factors perceived usefulness, perceived ease
of use and hedonic motivation as significant factors in the intention to use of fitness
application as in agreement with the findings in the open survey. The respondents find that
social influence may or not be influencing their purchase discussion. The social exposure
will be considered as an add-on benefit. The study finds younger consumers were unwilling
to pay for app with more or similar features, if it’s freely available in the app store. However
the respondents find that the personalized offline training are costlier compared to online
apps.
Considering the factor facilitating condition, the respondents feel that the facilitating
condition like smartphones or internet access are no more a relevant factor on the outcome
variable, intention to use
The respondents commented intention to use will increase if information quality and
entertainment value of the apps are increased.
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CHAPTER 5: CONCLUSION AND SCOPE FOR FUTURE STUDY
The study intends to study the fitness mobile app characteristics that will decide the user’s
behavioural intention to use fitness applications among the younger generation in Kerala.
The conceptual model proposed that price, perceived usefulness, perceived ease of use,
hedonic motivation, social influence and facilitating condition influence consumer’s usage
intention of health and fitness applications.
The study indicated that all the relationships were significant with the model other than
price and facilitating condition. The price value received a mixed response from the
respondents However around 65 % percent from the open survey responded that price value
is very low compared to fitness boutiques which increases the acceptance of fitness apps
among the fitness enthusiasts. The study also identified two additional variable contributing
to the user’s intention to use fitness applications.
This study will help the marketers of health and fitness brands to understand the expectation
of the population and clear understanding of the factors that influence the young generation
preferably age group 20 to 30 years to download the fitness mobile applications.
Business implications
The study found that four important factors that need to be considered for the adoption of
mobile application- perceived ease of use, perceived usefulness, social influence and
hedonic motivation. This study will provide insight to policy makers while making strategic
decisions while designing the fitness applications
Mobile apps should be having user friendly interface, right mix of image and text,
easy to navigate between the pages
Consumers would like to have low costlier apps
Too much information input may offend the users especially the younger
generation. It would be advisable to the designers to stick on to tailored information
as per the user’s goals.
Mobile apps will be more acceptable among the users if there is entertainment and
fun aspects in the application
The social interaction will foster the entertainment factor among the users and
promote users to share their achievements
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Limitations and scope for future study
The study was mainly done among the population of Kerala. Future studies can expand the
population size to get more informed result. Also the study was done among the focus group
which is one of the major drawback of the study. If done in the mass group the variables
might give different outcome. Th study can be administered in people of varied economic
background and interest group to avail more fruitful results. Due to time constraints, the
parallel study couldn’t be materialised which will bring more insight to the marketers. The
additional factors identifies in the surveys can also be added in the conceptual model to
improve the existing model.
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REFERENCES
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physical activities (2018) ; Alessandro Gabbiadini, Tobias Greitemeyer
2. The Promotion of Physical Activity from Digital Services: Influence of E-Lifestyles
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Fernández, Irena Valantine and Moisés Grimaldi-Puyana
3. Mobile app characteristics that influence usage intention of health and fitness apps
among millennial consumer (2018) ; L. Erasmus, M. Venter De Villiers & N. Phiri
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behaviour(2020) ; Kimmylee de Laet
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among millennial consumer (2018) ; L. Erasmus, M. Venter De Villiers & N. Phiri
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Review/Salvador Angosto, Jerónimo García-Fernández, Irena Valantine and
Moisés Grimaldi-Puyana/2020
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13. A Wellness Mobile Application for Smart Health: Pilot Study Design and Results/
Giovanna Sannino, Manolo Forastiere and Giuseppe De Pietro/ 2017
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