The co-creation of gamified fitness experiences
Thesis DisciplineBusiness Administration
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
This thesis aims to investigate the different motivations of fitness technology users. Specifically, this thesis examines technology-based fitness experiences and the motivations and value that users derive from these experiences. Three literature streams are used to explain user engagement in technology-based fitness experiences: experience marketing, co-creation and gamification. In order to understand user motivations and the value derived from using this type of technology, an online survey was created using Qualtrics and a sample was recruited through Mechanical Turk. The scales used in the survey were sourced and adapted from the co-creation and gamification literature streams. A total of 360 responses were collected, and statistically analysed using multivariate procedures, including factor analysis and cluster analysis. On the basis of this analysis, users were put into distinct groups and profiled.
The results revealed that functional, social and emotional value are significant sources of motivation for engaging in technology-based fitness experiences. It was also found that gamification is a significant area of value for users and, therefore, is as an important consideration for fitness app designers. The most relevant and influential constructs, in relation to technology-based fitness experiences and product usage co-creation, were also identified. These include the risk and accessibility components of the DART framework and the four factors of the mobile Internet experience. In contrast, personalisation and flow were identified as unimportant to users. It was found that users predominantly utilise fitness apps to help meet their need to achieve fitness and health related goals. However, it was also identified that the gamification aspects of fitness apps are highly valued by users. This study demonstrates that fitness app designers must endeavour to make their apps functional and entertaining as it will likely elicit user adoption.