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La pratique du sport à l'heure du numérique: identification des facteurs motivant les consommateurs à utiliser des applications mobiles sportives.

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Xhignesse, Hugo ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 23-Jun-2021/25-Jun-2021 • Permalink : http://hdl.handle.net/2268.2/11658
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Title : La pratique du sport à l'heure du numérique: identification des facteurs motivant les consommateurs à utiliser des applications mobiles sportives.
Author : Xhignesse, Hugo ULiège
Date of defense  : 23-Jun-2021/25-Jun-2021
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : Baiwir, Lisa ULiège
Bruwier, Jean-Paul 
Language : French
Keywords : [en] Mobile application
[en] Sports
[en] Technology Acceptance Model
[en] Innovation Diffusion Theory
[en] User behavior
[en] User experience
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] At a time when the lack of physical activity is a real danger for the population, the digital revolution has a role to play. Indeed, we have been hearing about the arrival of new technologies, especially mobile sports applications, for several years. The supply and demand for this product are growing rapidly and the market is becoming more and more competitive. Therefore, it is important for brands to know consumers’ expectations and to understand their motivations regarding mobile sports applications in order not only to retain them, but also to attract new ones. Despite the large number of studies about mobile applications and the adoption of new technologies, few have been conducted on the factors that drive consumers to use sports applications.

The current study was designed in the wake of a search of the existing literature focused on technology acceptance and mobile applications. The research was therefore built around the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (IDT), its aim being to examine the influence of different predictive factors on consumers' intentions to use sports mobile applications. The collection of this secondary data therefore allowed the dissemination of an online questionnaire and statistical analysis of its respondents’ answers.

The results revealed that the factors with a positive impact on the intention to use a sports mobile application were perceived usefulness, perceived enjoyment, observability, and compatibility. In addition, we could notice that participants' familiarity with their app was also a variable impacting their intention to use. On the other hand, in this case, perceived ease of use and testability of the application do not appear to be predictors of intention to use. The gender and age of the participants do not have any influence on this causal relationship.

Certain technical elements were also discerned to be important in the user’s view. Focusing on usability and the interface, activity history, the community, and adaptations related to Covid-19 is a good way to interest the consumer.

This work concludes with an overview of the main implications and limitations of this research.


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  • Xhignesse, Hugo ULiège Université de Liège > Master sc. gest., à fin.

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