Which is more important in fitness apps, continuance, satisfaction, or attitude loyalty? A multiple mediation model based on S-O-R

The purpose of this study is to investigate the influencing mechanism of perceived usefulness (PU) on continuance usage of fitness Apps (CUFA) and moderating role of fitness mobility in the CUFA. This study advances a multiple mediation model with a moderator based on stimulus-organic-response (S-O-R). Three hundred fifty-four respondents from China were used to examine the research hypotheses in PLS method. The results verify that PU plays an important role in the mobile fitness. In addition, PU fully influences CUFA through attitude loyalty and satisfaction-attitude loyalty, respectively. However, satisfaction does not mediate PU on CUFA. The results suggest that only satisfying fitness Apps is not enough for maintaining the mobile fitness and users’ attitude loyalty is more important. Moreover, fitness mobility negatively moderates the relationship between attitude loyalty and CUFA, revealing the boundary condition in the CUFA behavior.