Las notificaciones push con estrategias de cambio de comportamiento como instrumento para aumentar el uso continuado de las APPS de fitness :Un modelo de mediación moderada

Resumen

Fitness apps have a key role and effect in preventing and maintaining the health of the public and have become even more important during the COVID-19 pandemic. These apps enable the user to acquire and maintain healthy lifestyle habits. However, few studies have considered, from the perspective of user behavior and experience, how to deal with the fact that these applications have a high abandonment rate. From the point of view of the communication with their users, fitness apps have a long way to go. Direct app-user communication is vital to maintain user loyalty and to ensure that users extend the time they spend using the app, i.e., that they do not abandon it foravoidable reasons. In this context, push notifications are one of the most effective strategies to communicate proactively and directly with the user and have the capacity to provide experiential value (hedonic and utilitarian) to their users. Consequently, the aim of this paper is to test a moderated mediation model that provides an advanced view of how app providers can combine push notifications with behavioral change purposes, which result in a corresponding hedonic and utilitarian user experience (mediating variables), eventually leading to a continuous and long-lasting usage intention. This study also uses user engagement with the app as a moderating variable in the relationship between the perceived value of the user experience and the intention to make continued use of the app...