The Effect of Culture and Social-Cognitive Characteristics on App Preference and Willingness to Use a Fitness App

Fitness apps are persuasive tools developed to motivate physical activity. Despite their popularity, there is little work on how social-cognitive characteristics such as culture, household size, physical activity level, perceived self-efficacy and social support influence users’ willingness to use them and preference (personal vs. social). Knowing these relationships can help developers tailor fitness apps to different socio-cultural groups. Hence, we conducted two studies to address the research gap. In the first study (n = 194) aimed at recruiting participants for the second study, we asked participants about their app preference (personal vs. social), physical activity level and key demographic variables. In the second study (n = 49), we asked participants about their social-cognitive beliefs about exercise and their willingness to use a fitness app (presented as a screenshot). The results of the first study showed that, in the collectivist group (Nigerians), people in large households were more likely to be active and use the social version of a fitness app than those in small households. However, in the individualist group (Canadians/Americans), neither the preference for the social or personal version of a fitness app nor the physical activity level depended on the household size. Moreover, in the second study, in the individualist model, perceived self-efficacy and perceived self-regulation have a significant total effect on willingness to use a fitness app. However, in the collectivist model, perceived social support and outcome expectation have a significant total effect on the target construct. Finally, we found that females in individualist cultures had higher overall social-cognitive beliefs about exercise than males in individualist cultures and females in collectivist cultures. The implications of the findings are discussed.