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IMC and its impact on intention to use Mobile based fitness apps

Abstract Use of smart devices and mobile based fitness apps are new in India and people are hesitating to adopt it as a personal fitness coach or fitness guide. Little knowledge or known factors explored regarding determinants that affect intention to use of fitness apps, and role of Integrated Marketing Communication (IMC) on adoption of such fitness apps. We examine the intention to use fitness apps. We studied the effect of IMC on intention to use fitness apps and other relationships were also checked. Variables we took for the study are IMC, Usability, Trust, Experience and Intention to Use (ITU). The study has been conducted with the help of 263 respondents, those using fitness apps for their personal fitness goals. Administered questionnaire was used for data collection and partial least squares-structural equation modelling (PLS-SEM) technique has been used to analyze the model and hypotheses check. The model triggered that ITU has significance influenced by IMC, experience, trust directly, usability have indirect effect with help of positive experience, IMC has direct effect on usability and trust, IMC has indirect effect on experience with the help of usability. Overall, the fitness app intention to use has been positively influence by the other variables of the study.