Turkish Users’ Continuance Intention to Use Mobile Fitness Apps: The Roles of Utilitarian Value and Hedonic Value

Year 2025, Volume: 16 Issue: 3, 637 - 658, 26.12.2025

Görkem Erdoğan

https://doi.org/10.54141/psbd.1773732

Abstract

The purpose of this research is to elucidate the primary factors influencing users' continuance intention (COIN) of mobile fitness apps, with a focus on three utilitarian variables (perceived service quality [QUAL], monetary value [MVAL], convenience [CONV]) and four hedonic variables (adventure [ADVE], social [SOCI], gratification [GRAT] and idea [IDEA]). Data have been collected from 334 active Turkish users of mobile fitness apps, and structural equation modeling was employed to test the study's hypotheses rigorously. The findings reveal that three utilitarian value constructs (COIN, MVAL, and CONV) and four hedonic value dimensions (ADVE, SOCI, GRAT, IDEA) have a positive effect on users’ COIN. This research uniquely investigates users’ COINs in mobile fitness applications within the context of an emerging economy, leveraging user value constructs. Additionally, it elucidates the enhanced explanatory power of COIN through the integration of utilitarian and hedonic variables.

Keywords

Continuance intention , Hedonic value , Mobile fitness applications , Utilitarian value

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