Features of Consumer Behaviour among Zoomers in the Health, Fitness and Sports Mobile Application Market

Abstract

The article highlights the features and modern trends of the market of mobile applications for health, physical activity and sports. It also looks into some theoretical models, which are applicable for the study of this market. When developing theoretical models and scales, several models were selected that are most appropriate for use in a specific market, namely: Technology Acceptance Model (TAM), Expectancy and Confirmation Theory (ECT) and Information Technology Post-Adoption Model (PAM-ISC). To assess the effectiveness of mobile fitness applications, some scales were selected, in particular MARS and ABACUS. The focus of the study of these theories and scales was to determine their benefits for the study of consumer behavior in this market and in the development of new products. While studying the current trends of the market of mobile applications for health and sports, conclusions were drawn regarding its prospects and future growth, in particular in Ukraine. Furthermore, we highlighted the main factors that influenced the positive trends of market growth in the last few years. In addition, we have analyzed existing research on user behavior in the market of mobile fitness applications in order to identify patterns regarding the reasons to start using or stop using them. Factors which could potentially motivate customers to use the applications continuously and the main reasons for discontinuing the use were also studied. In order to obtain relevant information about the consumer habits of the generation Z in this market, a study was conducted among students of the Kyiv-Mohyla Academy. As a result, we have outlined the main behavioral characteristics of Generation Z consumers of mobile fitness applications, which explain their intentions and habits of use.