Understanding the adoption of fitness applications is a complex process as it is closely linked with people’s health behaviors and under the influence of manifold of influential forces. This research is focusing on the social perspective on motivation while not neglecting an adoption driven by the need that is concentrated on the mere functionality of an app. The main objective of the research is to discover the underlying social motivation and propensity of users to adopt fitness applications in China. The central question is whether the willingness to adopt a fitness app is being influenced solely by the need to track one’s activities with the help of a tool or if social motivation is playing an essential role in influencing a person’s inclination to adopt this kind of applications. The problem this thesis is trying to understand better is the propensity of people in the initial adoption phase of a fitness application. So, it can be said that the scope of the study is narrowing down the general idea of health to the specific scenario of fitness applications.
The main idea and assumption is that social motivation in the adoption of fitness apps is playing the essential role and has to be given great consideration by marketers and businesses. The findings can be adapted to business practices and marketing efforts. The 532 answers gathered in the survey have been looked at from an approach that stays close to the theories leveraged in the development of the variables as well as a model-approach that constructed the possible relationship between the variables. The variables constructed are based on the theories of the lazy user (Need N), social status (SS), social influence (SIN) as well as social impact (SIM).
Need N is trying to minimize efforts in an adoption process in order to gain the required functions of an application. Following social status (SS) as a motivator, a person is intrinsically motivated to pursue a goal-directed behavior, in this case, the adoption of a fitness application, in order to adjust, maintain or obtain a perceived social status by others. On the other hand, social influence (SIN) focuses on the external influential stimulusthat is being exerted on the individual and can be separated into the two modes of identification and internalization.
Table of Contents
1. Introduction
1.1 Background: Fitness in China - a Snapshot of Current Developments
1.2 Research Questions
1.3 Significance of the Study
1.3 Schematic Outline of the Thesis
2. Literature Review - Theoretical Background
2.1 Definitions: Fitness and Fitness applications
2.2 Theory behind the Willingness to Adopt (WTA) a Fitness App
2.3 Related Theories
2.3.1 Need N
2.3.2 Social Status SS
2.3.3 Social Influence SIN
2.3.4 Social Impact SIM
2.4 Justification of Theories
3. Modeling the Fitness App Adoption
3.1 Social Variables of Motivation
3.2 Research Model and Hypotheses Development
3.3 Questionnaire Design and Data Collection
4. Results
4.1 Model-free explanations
4.2 Model explanations
5. Discussion and Conclusion
Research Objectives & Topics
The primary objective of this research is to uncover the underlying social motivations and user propensity for adopting fitness applications in China. The study investigates whether the willingness to adopt these applications is driven solely by functional needs, such as activity tracking, or if social factors play a critical role in influencing user behavior.
- The role of social status (SS) as an internal motivator for fitness app adoption.
- The influence of external social factors, specifically social influence (SIN) and social impact (SIM).
- The impact of user need (N) versus social motivation on the willingness to adopt (WTA) a fitness app.
- An analysis of the Chinese fitness app market and user behavior.
- Managerial implications for app developers regarding marketing strategies and user segmentation.
Excerpt from the Book
2.3.2 Social Status Theory
Social status is being defined as the respect, admiration, competence, and deference that is being given or granted to people, groups or organizations in societies by others. At the core of the theory, status is about whom members of a society consider holding more social value (Sedikides, and Guinote). What is perceived by people as a person of high instrumental social value (social perception) is much more significant than if the person actually has this value. An important part of the concept is that this deference is of voluntary nature and unaccompanied by threat or coercion (Anderson et al.). The beliefs over who is socially more and less valuable are largely shared among the members of a society and are for example determined by honor and respect. In this way, a society builds hierarchies for distribution of resources and power, that will “appear natural and fair” (Ridgeway and Correll) to everyone and all of the members of that social group.
These systems of social stratification or hierarchies are universal across human societies and equip members of the higher rungs with valuable benefits like resources, influence, social approval, better health and freedom (Anderson et al.). Thus, it can be said that status concerns are universal across all cultures – and can be clearly distinguished from the need to belong in people. Anderson, Hildreth and Howland identified in their extensive review of research they have done in the field the following main findings that are crucial and defining for social status as being a fundamental human motive:
Summary of Chapters
1. Introduction: This chapter introduces the rapid growth of the fitness industry in China and outlines the research objective regarding social motivations for fitness app adoption.
2. Literature Review - Theoretical Background: This section establishes the theoretical framework by defining key concepts and reviewing theories like technology diffusion, the lazy user model, social status, social influence, and social impact.
3. Modeling the Fitness App Adoption: This chapter details the research methodology, defines the social variables of motivation, develops the research model and hypotheses, and explains the data collection process.
4. Results: This chapter presents the empirical findings from both a model-free perspective and a regression-based model approach to test the stated hypotheses.
5. Discussion and Conclusion: This final chapter discusses the theoretical and practical implications of the findings, addresses limitations, and suggests directions for future research.
Keywords
willingness to adopt, fitness apps, social status, social impact, social influence, social motivation, need, technology diffusion, China, market adoption, user behavior, regression analysis, health behavior, fitness habits, survey research
Frequently Asked Questions
What is the core subject of this research?
The research examines the drivers behind the initial adoption of fitness applications in China, focusing specifically on whether social motivation or functional needs are more significant.
What are the central themes discussed in the thesis?
The central themes include social motivation theory, technology diffusion, the influence of social status and social impact on behavior, and the current landscape of the Chinese fitness app market.
What is the primary goal of the study?
The main objective is to understand the underlying social propensity of users to adopt fitness applications, providing insights that can be leveraged for better managerial and marketing practices.
Which research methodology does the author apply?
The author uses a quantitative approach by conducting a survey with 532 respondents, followed by regression analysis using a two-stage least squares (2SLS) approach to deal with endogeneity issues.
What is covered in the main body of the work?
The main body covers a comprehensive literature review, the construction of a research model based on specific social theories, data collection, and a two-part results analysis (model-free and model-based).
Which keywords define this study?
The primary keywords are willingness to adopt, fitness apps, social status, social impact, social influence, and social motivation.
How does the "Lazy User Model" fit into this study?
The author uses the Lazy User Model (Need N) to represent an adoption path based on functional needs, which is then compared against the social motivation path to determine which factor is more influential.
What is the significance of the "Social Impact Theory" finding?
The study found that social impact is a highly significant driver, suggesting that users are heavily influenced by the social framework and the perceived social status they gain through app usage.
- Quote paper
- Immanuel Nama (Author), 2019, Understanding the Adoption of Fitness Applications in China, Munich, GRIN Verlag, https://www.grin.com/document/494242
