Understanding sustained usage of health and fitness apps: Incorporating the technology acceptance model with the investment model

With the increasing popularity and adoption of health/fitness apps, more research attention is needed to examine users' behavior in order to promote sustained usage of the apps. The purpose of this study is to understand health and fitness app users' decision-making process by integrating the Technology Acceptance Model (TAM) and the Investment Model (IM). Three hundred forty-six responses were collected from health and fitness app users in China. A confirmatory factor analysis and a structural equation modeling analysis were conducted. Results show that continuance intention to use the apps is significantly affected by constructs included in the two models. Specifically, perceived ease of use of the apps has a positive effect on perceived usefulness, which further affects users' intention to continue using the apps. In addition, perceived usefulness and perceived ease of use of the apps have significant effects on users' satisfaction, investment size, and quality of available alternatives, and these three constructs affect users' relationship commitment to the apps, which, in turn, influences users' continuing intention. The integrated model provides new insights into the app users' decision-making process and suggests practical implications for app providers, such as developing strategies to evoke and maintain users’ interest in their apps, keeping users satisfied by personalizing their experience, and designing features that keep users invested in the apps.