Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques

Rasha Najib Al-Jabali, Norasnita Ahmad, Weisheng Chiu
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Abstract

Purpose

The study investigates the factors influencing the continuance intention to use Mobile Fitness Applications (MFAs), focusing on the roles of switching costs, guilt, and neutralization techniques in addressing temporary discontinuance.

Design/methodology/approach

A total of 212 valid responses were collected via an online survey in Malaysia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to understand the relationships between the constructs.

Findings

The study confirms the significant impact of the Expectation Confirmation Model (ECM) constructs on the continuance intention to use MFAs. It highlights how users employ neutralization techniques to mitigate guilt from temporary discontinuance. Additionally, the study reveals that switching costs moderate the relationship between cognitive satisfaction and continuance intention, as well as between guilt and continuance intention. However, the direct effect of switching costs on continuance intention is negligible.

Originality/value

This research extends continuance intention literature by integrating switching costs, guilt, and neutralization techniques into the ECM framework, providing novel insights into user behavior regarding MFA discontinuance.

继续使用移动健身应用的意向:转换成本、负罪感和中和技术的作用
目的研究影响移动健身应用(MFAs)继续使用意愿的因素,重点研究转换成本、负罪感和中和技术在解决暂时中断中的作用。设计/方法/方法通过马来西亚的在线调查共收集了212份有效回复。采用偏最小二乘结构方程模型(PLS-SEM)对数据进行分析,了解结构之间的关系。研究结果证实了期望确认模型(ECM)结构对mfa持续使用意愿的显著影响。它强调了用户如何使用中和技术来减轻暂时停产带来的负罪感。此外,转换成本调节了认知满意度与继续倾向之间、内疚与继续倾向之间的关系。然而,转换成本对延续意愿的直接影响可以忽略不计。原创性/价值本研究通过将转换成本、内疚和中和技术整合到ECM框架中,扩展了延续意图的文献,为MFA终止的用户行为提供了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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