Young Consumers’ Discontinuance Intention to Use Smartphone Fitness Applications – A Study of Generation Z Consumers in Bangkok

The rapid development of digital technology has empowered users to engage with fitness applications. While these apps have significantly facilitated user participation in fitness activities, a critical issue is the discontinuation of app usage after a certain period. This study delves into users' discontinuance intention regarding smartphone fitness applications, explicitly focusing on Generation Z consumers in Bangkok. Leveraging the Technology Readiness and Acceptance Model (TRAM), the research aims to uncover the impact of technology readiness on users' perceived usefulness and ease of use, subsequently influencing their discontinuance intention. The objectives of this study include examining the extent to which different dimensions of technology readiness influence users' perceptions of smartphone fitness app usefulness and ease of use. It also investigates the influence of perceived usefulness and ease of use on users' discontinuance intention and explores whether these dimensions mediate the impact of technology readiness on discontinuance intention. The research findings reveal significant relationships and mediation effects that shed light on the factors impacting users' decisions to persist with or abandon fitness applications. Optimism and innovativeness positively affect users' perceptions of usefulness and ease of use, highlighting their role in fostering app adoption. Furthermore, the study underscores the pivotal role of perceived ease of use in reducing discontinuance intention. The implications of these findings for app developers and providers are discussed, emphasizing the importance of user-friendly design and personalization to meet the diverse needs of Generation Z consumers.