Publication: Las notificaciones push con estrategias de cambio de comportamiento como instrumento para aumentar el uso continuado de las APPS de fitness : un modelo de mediación moderada
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2022-11-11
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Universidad Complutense de Madrid
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Abstract
Las aplicaciones de fitness tienen un papel y un efecto clave en la prevención y el mantenimiento de la salud del público en general, y han adquirido aún más importancia durante la pandemia por COVID-19. Estas aplicaciones permiten a quien las usa adquirir y mantener hábitos de vida saludable. Sin embargo, pocos estudios han considerado, desde la perspectiva del comportamiento y experiencia de los usuarios cómo afrontar el hecho de que estas aplicaciones tengan un alto índice de abandono. Desde el punto de vista de la comunicación con sus usuarios, las aplicaciones de fitness tienen un importante recorrido por hacer. La comunicación directa aplicación-usuario es vital para mantener su fidelidad y hacer que éste alargue el tiempo de uso de la aplicación, es decir que no abandone por razones que puedan evitarse. En este contexto, las notificaciones push son una de las estrategias más efectivas para comunicarse de forma proactiva y directa con el usuario y cuentan con capacidad para aportar un valor experiencial (hedónico y utilitario) a sus usuarios. En consecuencia, el objetivo de este trabajo es contrastar un modelo de mediación moderada que proporciona una visión avanzada de cómo los proveedores de aplicaciones pueden combinar las notificaciones push con propósitos de cambio de comportamiento, que dan lugar a la correspondiente experiencia hedónica y utilitaria del usuario (variables mediadoras), lo que conduce eventualmente a una intención de uso continuado y duradero. Este estudio también utiliza el compromiso del usuario con la app como variable moderadora de la relación entre el valor percibido de la experiencia del usuario y la intención hacer un uso continuado de la misma...
Fitness apps have a key role and effect in preventing and maintaining the health of the public and have become even more important during the COVID-19 pandemic. These apps enable the user to acquire and maintain healthy lifestyle habits. However, few studies have considered, from the perspective of user behavior and experience, how to deal with the fact that these applications have a high abandonment rate. From the point of view of the communication with their users, fitness apps have a long way to go. Direct app-user communication is vital to maintain user loyalty and to ensure that users extend the time they spend using the app, i.e., that they do not abandon it foravoidable reasons. In this context, push notifications are one of the most effective strategies to communicate proactively and directly with the user and have the capacity to provide experiential value (hedonic and utilitarian) to their users. Consequently, the aim of this paper is to test a moderated mediation model that provides an advanced view of how app providers can combine push notifications with behavioral change purposes, which result in a corresponding hedonic and utilitarian user experience (mediating variables), eventually leading to a continuous and long-lasting usage intention. This study also uses user engagement with the app as a moderating variable in the relationship between the perceived value of the user experience and the intention to make continued use of the app...
Fitness apps have a key role and effect in preventing and maintaining the health of the public and have become even more important during the COVID-19 pandemic. These apps enable the user to acquire and maintain healthy lifestyle habits. However, few studies have considered, from the perspective of user behavior and experience, how to deal with the fact that these applications have a high abandonment rate. From the point of view of the communication with their users, fitness apps have a long way to go. Direct app-user communication is vital to maintain user loyalty and to ensure that users extend the time they spend using the app, i.e., that they do not abandon it foravoidable reasons. In this context, push notifications are one of the most effective strategies to communicate proactively and directly with the user and have the capacity to provide experiential value (hedonic and utilitarian) to their users. Consequently, the aim of this paper is to test a moderated mediation model that provides an advanced view of how app providers can combine push notifications with behavioral change purposes, which result in a corresponding hedonic and utilitarian user experience (mediating variables), eventually leading to a continuous and long-lasting usage intention. This study also uses user engagement with the app as a moderating variable in the relationship between the perceived value of the user experience and the intention to make continued use of the app...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, leída el 24-02-2022