Abstract:
This study investigates the sustained engagement of Generation Z with fitness apps using the Theory of Consumption Values (TCV) to identify the key determinants influencing this behaviour. The research examines the relationship between continued app usage and various constructs, including physical, emotional, epistemic, social, and conditional values. A particular focus is placed on health-conscious tendencies as a potential influencing factor. Data were collected from 412 Generation Z individuals in Pune through purposive sampling and analysed using Smart PLS. The findings reveal significant associations between continued app usage and constructs related to physical appearance, enjoyment, learning, social interactions, and usage conditions. However, factors related to general health and affiliation were found to be non-significant. Contrary to intuitive expectations, health consciousness did not emerge as a moderating factor. This comprehensive analysis offers nuanced insights into the motivational factors driving Generation Z’s commitment to fitness apps. The study highlights the importance of physical, emotional, epistemic, social, and conditional values in sustaining app engagement, while noting the limited role of health consciousness. These findings provide valuable implications for app developers and marketers targeting this demographic, suggesting a focus on enhancing enjoyment, learning, social interaction, and usage conditions to foster continuous engagement. This study contributes to the existing literature by providing a comprehensive analysis of the factors driving sustained engagement with fitness apps among Generation Z, a demographic that has been relatively underexplored in this context, especially in India.
