Understanding Fitness App Users’ Loyalty and Word of Mouth through Gameful Experience and Flow Theory

Understanding Fitness App Users’ Loyalty and Word of Mouth through Gameful Experience and Flow Theory

Understanding Fitness App Users’ Loyalty and Word of Mouth through Gameful Experience and Flow Theory

Brinda Sampat, Abhishek Behl, Sahil Raj

Abstract

"In this study, we examine the effect that a gameful experience and personalization have on the flow experience of fitness app users. We also test the association between flow experience and satisfaction in using fitness apps and whether satisfied users remain loyal and spread word of mouth regarding fitness apps. We use the belief-attitude- behavior framework as a theoretical lens and flow theory to explore the proposed relationships. Four hundred thirty-one fitness app users from India participated in the study. The results indicate that gameful experience and personalization lead to flow experience. We found a positive association between flow and satisfaction wherein satisfied fitness app users spread word of mouth and remained loyal to using fitness apps. Our findings will help fitness app developers identify factors to retain fitness app users and attract new ones."

Reference

Sampat, B., Behl, A., & Raj, S. (2023). Understanding fitness app users’ loyalty and word of mouth through gameful experience and flow theory. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), Article 3. https://aisel.aisnet.org/thci/vol15/iss2/3/

Keywords

Fitness Apps, Gameful Experience, Personalization