Segmentation of fitness users based on health consciousness: implications for digital sport management
The present study examines the role of digital fitness applications in promoting health consciousness and their relationship with users’ physical activity habits. The objective was to analyse the factors influencing app usage among fitness centre users with a focus on health consciousness, utilising...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/179670 |
| Acceso en línea: | https://hdl.handle.net/11441/179670 https://doi.org/10.1007/s11135-025-02128-4 |
| Access Level: | acceso abierto |
| Palabra clave: | Use behaviour App use Need of interaction Stage of change UTAUT2 |
| Sumario: | The present study examines the role of digital fitness applications in promoting health consciousness and their relationship with users’ physical activity habits. The objective was to analyse the factors influencing app usage among fitness centre users with a focus on health consciousness, utilising segmentation analysis and exploring its connection to the stages of change in the Transtheoretical Model. The methodology involved a convenience sampling method with a final sample of 390 fitness centre users. The data collection wasvia online surveys measuring variables such as demographic details, sports habits, and app usage patterns derived from the Unified Theory of Acceptance and Use of Technology with a total of 50 items divided in 14 factors. The cluster analysis identified three health consciousness profiles: “Optimal Consciousness”, “Preventive Consciousness”, and “Active Consciousness”. The results revealed that users classified as “Optimal Consciousness” exhibited the highest levels of well-being and health consciousness, with superior scores in facilitating conditions and self-efficacy. In contrast, “Active Consciousness” users demonstrated moderate health consciousness and were more likely to invest in app premium features. Significant differences were observed in physical activity frequency, duration, and education levels across clusters. Regression analysis indicated that facilitating conditions and exercise intention positively influenced health consciousness, whereas actual app usage exerted a negative influence. The practical implications suggest that app developers should simplify functionalities and incorporate educational tools, while fitness centres should integrate human interaction with digital tools to support users at lower stages of health consciousness. The role of sports professionals is particularly critical in enhancing app adoption and guiding users towards optimal health consciousness and regular physical activity |
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