ABSTRACT
Background: During the COVID-19 epidemic, the number of obesities increased rapidly in China. Weight management apps have potential value in controlling obesity. Objective: Explore the mechanisms behind the adoption of weight management applications by overweight and obese individuals, including psychological factors and demographic variables. Methods: The theoretical model was extended from the technology acceptance model (TAM), and the structural equation model was used for hypothesis testing. From January 2020 to December 2021, we conducted a cross-sectional survey in six megacities in mainland China during the COVID-19 pandemic by an online questionnaire. Results: 1364 participants completed the questionnaire, and the proposed theoretical model explained 55.7% of the variance in behavioral intention. Perceived usefulness was predicted by perceived ease of use (ß = 0. 290), attitude was jointly predicted by perceived usefulness (ß = 0.118) and perceived ease of use (ß = 0.159). Behavioral intention was predicted by perceived usefulness (ß = 0. 256), perceived ease of use (ß = 0. 463), attitude (ß = 0. 293), and perceived risk (ß = -0.136). Health awareness (ß=0.016) did not significantly affect behavioral intention. Four demographic variables gender, age, education, and residence exerted significant moderating effects in theoretical model. Conclusions: During the COVID-19 epidemic, the health awareness and behavior patterns of obese people have changed significantly. Psychological factors and demographic characteristics dynamically interact to generate user behavioral intentions of weight management applications. Weight management application developers and marketers should focus on perceived usefulness, safety, ease of use, and health awareness.