STUDY ON CONSUMER PERCEPTION AND

ATTITUDE TOWARDS SMARTPHONE FITNESS

APPLICATIONS

A BUSINESS RESEARCH REPORT

Submitted by

ANUSREE DAMODARAN

M190017MS

in partial fulfillment of Business Research Project for the award of the

degree
of

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES

NATIONAL INSTITUTE OF TECHNOLOGY CALICUT
KOZHIKODE, 673601

MAY 2021

I|Page
 CERTIFICATE

Certified that the business research project report “STUDY ON CONSUMER

PERCEPTION AND ATTITUDE TOWARDS SMARTPHONE FITNESS
APPLICATIONS” is the bonafide work of “ANUSREE DAMODARAN,
M190017MS” MBA in SCHOOL OF MANAGEMENT STUDIES,
NATIONAL INSTITUTE OF TECHNOLOGY CALUCUT carried out under
my supervision during August 2020 to May 2021.

Place: Calicut
Date: 14- 05-2020 Dr. Reju George Mathew

SUPERVISOR
Asst. Professor

Dr. Muhammad Shafi

HEAD OF THE DEPARTMENT

(Office seal)

II | P a g e
 DECLARATION

I certify that

a. The work contained in this business research project is original and has been done

by myself under the general supervision of my internal supervisor(s).

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

giving their details in the references.

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

required details in the references.

Anusree Damodaran

III | P a g e
 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.

IV | P a g e
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

V|Page
 List of Tables

Table 1: Respondents Profile - Open Survey....................................................................... 7

Table 2: Scale Accuracy Table ............................................................................................ 8
Table 3: Correlation Matrix ................................................................................................. 9
Table 4: Model Fit Measures ............................................................................................... 9
Table 5: path coefficients and p values .............................................................................. 10
Table 6: Respondents profile- Closed Survey ................................................................... 11

List of Figures

Figure 1: Conceptual Diagram ............................................................................................. 5

VI | P a g e
 List of Abbreviations

WHO: World health Organisation

UTAUT2: Unified Theory of Acceptance and Use of Technology

IU: Intention to Use

PU: Perceived Usefulness

EU: Perceived Ease of Use

HM: Hedonic Motivation

SI: Social Influence

FC: Facilitating Condition

P: price

VII | P a g e
 CHAPTER 1: INTRODUCTION

Fitness is believed as a late 20th-century phenomenon however it is important to recognise

that some of its roots ran back to our ancient Indian civilisation e.g.: Yoga, Taekwondo,
and Wrestling. The present fitness industry has been modernised for its utilisation with
new technologies. The modern fitness industry has transformed itself into considerable and
successful industry and marketing the products and services. The fitness industry is highly
promising and expected to soar in global marketplace, serving consumers with fitness
products and services. Improved fitness amenities, instructors, personal trainers and
coaches can be well positioned in the decade. Being physically active has several health
and psychological benefits, improved cognitive functioning and high quality of life
Fitness is an essential component of health, well-being and longevity and the industry’s
overall mission has been described as ‘making the world healthier through regular exercise
and fitness promotion’. The fitness industry in India is still at nascent stage and currently
witnessing a growth rate of 27.7 % and is expected to grow phenomenally in coming years
Among various fitness models the fitness application have witnessed a huge increase of
volume in fitness facilities and the offered services. The fitness app industry is well
positioned in the market with high personalization of services and team of professionals.
These applications are powered with the latest technology enabling them visualization of
real-time training, streaming sessions and improved client interaction.
Also with the Covid-19 pandemic the physical and wellness has gained traction globally
and the need to stay indoor by regularly indulging in any of the physical activities. The
applications apply various contexts and modes to motivate the exercise behavioural change
within the users. However, for these application to evolve more effective tailored designs
need to be administered to the target group. The market is still at growth phase in India and
the marketers need to understand to right product placement. However, there is only limited
studies focused on consumers’ intention to use fitness application to motivate their
behavioural change especially in Indian subcontinent.
In this study, we will study the factors that influence the consumers’ intention to use o
smartphone fitness apps. This will help the providers and developers to formulate strategic
marketing decisions. This study aims to contribute the literature on intention to use fitness
application. The findings of the study will help the developers to understand the
determinants on the technology adoption and perception of consumers on fitness apps. The

1|Page
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.

Statement of the problem

There are various fitness applications available and categorised into sports and fitness
activity tracking. The fitness has increased the customer engagement among its users with
the penetration of technology especially among the younger generation. The study we will
be studying the constructs which significantly relates and potentially impact consumer’s
attitude and intention to adopt the fitness application among the younger generation. This
study intends better understanding of the population and the product placement.

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

2|Page
 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 Ease of Use

The majority of studies states that perceived ease of use and intention to use are positively
related. The study by Venkatesh (2015) proves that the users are unwilling to spend more
time to learn an app. This makes the designers to make user friendly interface to retain their
consumers. The study by CHong & Lin (2011) found that adoption rate is higher if it is
easy to use. However the complexity in the app reduces the intention to use fitness
applications.

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

3|Page
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.

4|Page
 CHAPTER 3: RESEARCH METHODOLOGY

Conceptual Model & Hypothesis

Based on the literature study, the following hypothesis were developed

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

H4: Hedonic Motivation 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

5|Page
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

Sample and Data collection

This research was done in focus group of people who were interested in fitness and
wellness. The fitness sector is in nascent stage and as the sample is difficult to get we used
snow ball sampling technique.

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

6|Page
 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

Table 1: Respondents Profile - Open Survey

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

7|Page
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

Descriptive Statistics Cronbach’s Value

Research Constrict Mean value Standard Deviation Item -Total

α value
U1 4.71 1.166 0.778

U2 4.89 1.033 0.808

Usefulness U3 4.69 4.91 1.01 1.07 0.811

0.856
P1 5.98 1.121 0.668

Price P2 4.27 5.12 1.041 1.081 0.66

0.816
EA 1 5.56 0.97 0.734

Ease of Use EA 2 5.35 5.46 1.082 1.026 0.724

0.843
SI 1 3.41 0.997 0.694

SI 2 4.28 0.991 0.622

Social Influence SI 3 3.91 3.87 0.955 0.981 0.622

0.731
FC 1 5.71 1.28 0.581

Facilitating Condition FC 2 5.61 5.69 1.108 1.194 0.701

0.777
HM 1 4.83 0.847 0.664

Hedonic Motivation HM 2 4.94 4.89 0.953 0.9 0.72

0.817
IU 1 5.64 1.064 0.71

Intention to use IU 3 6.32 5.98 1.042 1.053 0.674

0.871

As the values are above 0.7, thus revealing the internal consistency between the items

8|Page
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

Table 3: Correlation Matrix

Correlation Matrix

U P EU SI FC HM IU

PU 1

P 0.413 1

EU 0.498 0.349 1

SI 0.394 0.320 0.155 1

FC 0.439 0.460 0.750 0.038 1

HM 0.686 0.435 0.528 0.399 0.498 1

IU 0.312 0.166 0.213 0.322 0.120 0.380 1

Assessing measurement model fit

Table 4: Model Fit Measures

Model Fit Measures

Overall Model Test

Model R R Square F df1 df2 p

1 0.571 0.331 4.42 5 99 <0.001

9|Page
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

Hypothesis Testing and the path coefficients

To analyse the hypothesis multiple regression and the standard estimate values were
estimated. The values shows that all the hypothesis are supported except h1 and H6. Which
examined the relationship between the price and the facilitating condition to the intention
to use mobile fitness applications respectively. However other factors perceived usefulness,
perceived ease of use, social influence and hedonic motivation were found to exist strong
relationship to the outcome variable i.e. intention to use. This findings are consistent with
findings of L Erasmus study cited in the literature study

Table 5: path coefficients and p values

Hypothesised Path
relationship Hypothesis coefficient P value Outcome

P → IU H1 0.189 0.0698 Unsupported and significant

EU → IU H2 0.15 0.0038 Supported and significant

PU→ IU H3 0.211 0.0323 Supported and significant

HM→ IU H4 0.181 0.0420 Supported and significant

SI → IU H5 0.142 0.0470 Supported and significant

FC → IU H6 0.183 0.0590 Unsupported and significant

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,

10 | P a g e
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.

Table 6: Respondents profile- Closed Survey

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

11 | P a g e
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.

12 | P a g e
 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

13 | P a g e
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.

14 | P a g e
 REFERENCES

1. Fitness mobile apps positively affect attitudes, perceived behavioural control and
physical activities (2018) ; Alessandro Gabbiadini, Tobias Greitemeyer
2. The Promotion of Physical Activity from Digital Services: Influence of E-Lifestyles
on Intention to Use Fitness Apps (2020) ; Salvador Angosto, Jerónimo García-
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
4. Iinterrelations between the use of fitness wearable's and healthy consumer
behaviour(2020) ; Kimmylee de Laet
5. Mobile app characteristics that influence usage intention of health and fitness apps
among millennial consumer (2018) ; L. Erasmus, M. Venter De Villiers & N. Phiri
6. The Intention to Use Fitness and Physical Activity Apps: A Systematic
Review/Salvador Angosto, Jerónimo García-Fernández, Irena Valantine and
Moisés Grimaldi-Puyana/2020
7. A Wellness Mobile Application for Smart Health: Pilot Study Design and Results/
Giovanna Sannino, Manolo Forastiere and Giuseppe De Pietro/ 2017
8. Gender Preference and Difference in Behaviour Modelling in Fitness Applications:
A Mixed-Method Approach/Kiemute Oyibo and Julita Vassileva/2020
9. The Influence of Family and Culture on Physical Activity Among Female
Adolescents From the Indian Diaspora/ Subha Ramanathan, Peter R. E.
Crocker/2016
10. The fitness of apps: a theory-based examination of mobile fitness app usage over 5
months/Lynn Katherine Herrmann, Jinsook Kim/2019
11. Qualitative study to analyse the pros-cons and consumer’s perception towards
health apps / Juhi Jain, Priyanka Udinia and Dr. PK Sahoo/ 2017
12. The Intention to Use Fitness and Physical Activity Apps: A Systematic
Review/Salvador Angosto, Jerónimo García-Fernández, Irena Valantine and
Moisés Grimaldi-Puyana/2020

15 | P a g e
13. A Wellness Mobile Application for Smart Health: Pilot Study Design and Results/
Giovanna Sannino, Manolo Forastiere and Giuseppe De Pietro/ 2017
14. Gender Preference and Difference in Behaviour Modelling in Fitness Applications:
A Mixed-Method Approach/Kiemute Oyibo and Julita Vassileva/2020
15. The Influence of Family and Culture on Physical Activity Among Female
Adolescents From the Indian Diaspora/ Subha Ramanathan, Peter R. E.
Crocker/2016
16. The fitness of apps: a theory-based examination of mobile fitness app usage over 5
months/Lynn Katherine Herrmann, Jinsook Kim/2019
17. Qualitative study to analyse the pros-cons and consumer’s perception towards
health apps / Juhi Jain, Priyanka Udinia and Dr. PK Sahoo/ 2017
18. Can gamification increases consumers’ engagement in fitness apps? The
moderating role of commensurability of the game elements -Wenting Feng a ,
Rungting Tu, Peishan Hsieh (2020)
19. The effects of gamified customer benefits and characteristics on behavioural
engagement and purchase: Evidence from mobile exercise application uses -
Seongsoo Janga ,Philip Jame Kitchenb, Jinwon Kimc
20. Hook vs. hope: How to enhance customer engagement through gamification
Andreas B. Eisingerich, André Marchand, Martin P. Fritze, Lin Dong
21. Brand marketing via facebook: An investigation of the marketing mix, consumer-
based brand equity, and purchase intention in the fitness industry Benjamin k.
Wright, Antonio s.Williams, Kevin k. Byon(2017)
22. Establishing and Maintaining Customer Relationships in Commercial Health and
Fitness Centres in South Africa-Jhalukpreya Surujlal and Manilall Dhurup(2012)

16 | P a g e