Consumers’ Use of Smartphone Fitness Applications: Adaptation of the Unified Technology Acceptance and Usage Model-2 to Turkish Culture

Abstract

This paper highlights technological changes and developments in the field of participation sports allow individuals to track their performances, provide feedback and be more motivated for physical movement through various features via smartphone fitness applications. These technological changes in the sports industry provide individuals with the opportunity to embody sports products or services at the same time. These concretization attempts allow marketers to be more user-oriented, especially in the field of smartphone fitness applications. In this context, the purpose of the research is to test the suitability of smartphone fitness applications by consumers in Turkish culture in line with the “Unified Technology Acceptance and Use Model-2” (UTAUT-2). A total of 385 (X̄Age=34.63±10) participants, 226 (X̄Age=34.35±10.72) female and 159 (X̄Age=35.04±8.86) male, participated in the study. Participants were given a “Personal Information Form” and “Neeraj et al. the measurement model”, which consists of 7 sub-dimensions and 21 items developed in line with UTAUT-2 for smartphone fitness applications and in which the items are evaluated in a 7-point Likert type, is presented. The SmartPLS 4 program was used to test the model in Turkish culture.

Keywords

• fitness
• smarphone apps
• consumer behavior
• UTAUT-2

Tüketicilerin Akıllı Telefon Fitness Uygulamaları Kullanımı: Birleştirilmiş Teknoloji Kabul ve Kullanım Modeli-2’nin Türk Kültürüne Uyarlanması

Abstract

Katılım sporu alanında yaşanan teknolojik değişimler ve gelişimler bireylerin akıllı telefon fitness uygulamaları aracılığıyla performanslarını takip etmesini, geri dönüt sağlamasını ve çeşitli özellikler aracılığıyla fiziksel hareket için daha fazla güdülenmesini sağlamaktadır. Aynı zamanda spor endüstrisinde yaşanan bu teknolojik değişimler, bireylere spor ürünü veya hizmetini somutlaştırma imkânı tanımaktadır. Bu somutlaştırma girişimleri pazarlamacıların özellikle akıllı telefon fitness uygulamaları alanında daha fazla kullanıcı odaklı olmasını sağlamaktadır. Bu bağlamda araştırmanın amacı, akıllı telefon fitness uygulamalarının tüketiciler tarafından kabul ve kullanımının Birleştirilmiş Teknoloji Kabul ve Kullanım Modeli-2 (BTKKM-2) doğrultusunda Türk kültürüne uygunluğunun sınanmasıdır. Araştırmada 226 (X̄Yaş=34,35±10,72) kadın ve 159 (X̄Yaş=35,04±8,86) erkek olmak üzere toplamda 385 (X̄Yaş=34,63±10) katılımcı yer almıştır. Katılımcılara “Kişisel Bilgi Formu” ve “Neeraj ve ark. tarafından akıllı telefon fitness uygulamaları için BTKKM-2” doğrultusunda geliştirilen 7 alt boyut ve 21 maddeden oluşan ve maddelerin 7’li Likert tipinde değerlendirildiği ölçüm modeli sunulmuştur. Modelin Türk kültüründe sınanması amacıyla SmartPLS 4 programından yararlanılmıştır.

Keywords

• Akıllı Telefon Uygulamaları
• Fitness
• BTKKM-2
• Tüketici Davranışı

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