This study aimed to explore consumers' continuance intention to use a fitness and health app by applying two theoretical models: the expectation–confirmation model (ECM) and the investment model (IM).
An online survey was administered to consumers who are currently using fitness and health apps (N = 342). Structural equation modeling (SEM) was conducted using Amos 22.0 software to examine the hypothesized relationships in the research model.
Results revealed that users' continuance intention was significantly predicted by the two models. Within the ECM, the positive and significant relationships among variables were found. Moreover, users' satisfaction and investment size had positive impacts on their commitment, which, in turn, positively affected the intention. Also, confirmation of expectations had a positive impact on investment size.
The integrated model helps better understand fitness and health app users' decision-making process from the perspective of relationship commitment and suggests practical implications for health and fitness app providers.
