Continuance intention in running apps: the moderating effect of relationship norms
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 21 May 2021
Issue publication date: 11 January 2022
Abstract
Purpose
The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.
Design/methodology/approach
Convenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.
Findings
The study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.
Originality/value
Amid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.
Keywords
Citation
Cheng, L.K., Huang, H.-L. and Lai, C.-C. (2022), "Continuance intention in running apps: the moderating effect of relationship norms", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 1, pp. 132-154. https://doi.org/10.1108/IJSMS-08-2020-0143
Publisher
:Emerald Publishing Limited
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