Does gender really matter? Exploring determinants behind consumers' intention to use contactless fitness services during the COVID-19 pandemic: a focus on health and fitness apps

PurposeThis research created a theoretical framework based on theory of consumption values (TCV) and theory of perceived risk (TPR) to investigate the determinant factors behind consumers' intention to use health and fitness apps during the COVID-19-related lockdown. In addition, based on selectivity hypothesis theory (SHT), this study also explored how gender differences moderate the relationships between the determinants and consumers' behavioral intention.Design/methodology/approachA total of 613 respondents completed a self-reported online questionnaire. Structural equation modeling was conducted to test the role of potential determinants in influencing consumers' behavioral intention. Hierarchical multiple regression was performed to examine the moderating effect of gender.FindingsThe findings of this research revealed that physical appearance, general health, enjoyment, affiliation and condition have positive influences on consumers' behavioral intention, while privacy risk and security risk exert negative impact on consumers' behavioral intention. More importantly, the moderating results indicated that only affiliation, privacy risk and security risk have stronger influences on female, while other predictors showed the same effects on both genders.Practical implicationsFitness providers should embrace health and fitness apps as a new contactless tool to offer services during and after the COVID-19-related lockdown. Fitness providers and app developers need to focus more on the utility and quality of their health and fitness apps. In addition, they should add more gamification elements to health and fitness apps because these elements could increase consumers' hedonic experience especially during the lockdown. Third, the security systems in health and fitness apps should be continuously updated to decline privacy risk during and after the COVID-19-related lockdown. Lastly, when female consumers are targeted during the lockdown, fitness providers should make more efforts to imbue health and fitness apps with more social features and improve the level of security.Originality/valueAlthough the importance of contactless technologies has been highlighted ever since the beginning of the COVID-19 pandemic, there has been very little research on the usage of health and fitness apps during the lockdown based on TCV and TPR. Meanwhile, the moderating role of gender differences in this context remains underexplored. This research is one of the early attempts to fill in these gaps. The findings of this study will enhance the theoretical framework regarding the acceptance and use of health and fitness apps;it also challenges the generalizability of SHT in the context of the COVID-19-related lockdown. Moreover, several important implications for the health and fitness industry during and after the COVID-19 pandemic were suggested.

COVID-19 vaccination in Brazilian public security agents: are human values good predictors?

PurposeThe authors investigated the effect of basic human values in the prediction of COVID-19 vaccination behavior amongst public security agents in Brazil.Design/methodology/approachA sample of 15,313 Brazilian public security agents responded to the portrait values questionnaire and a COVID vaccination behavior measure. Multidimensional scaling analysis (MDS) was used to observe the order of the predicted by the theory. For hypotheses, the authors ran a series of Structural equation modeling (SEM) with direct effects between values and vaccination rate.FindingsResults suggest that the values of conservation and self-transcendence positively predicted vaccination. A nonsignificative negative prediction was obtained for openness to change and self-enhancement values on vaccination behavior.Research limitations/implicationsData were collected using self-report questionnaires.Practical implicationsInstitutional management should encourage capacitation campaigns aimed at public security agents, enabling a significant increase in vaccine protection for the public security institutions.Social implicationsThe reinforcement of conservation and self-transcendence values lead to the perception of the vaccine as a measure of caring for people in general and for the members of the ingroup, hence motivating the vaccination behavior.Originality/valueThe findings confirm that values encourage individuals to be vaccinated, due to their intrinsic motivation. This relationship did not appear to be clearly tested by previous empirical studies.