Motivation for physical activity among wearable sports technology users: Integrated model of theory of planned behavior and self-determination theory

Thumbnail Image

URL

Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

105 + 3

Series

Abstract

This study aimed to examine motivational determinants behind physical activity among wearable sports technology users. The study utilizes an integrated model of two common theories in behavioral psychology and motivational determinants: Theory of Planned Behavior and Self-Determination Theory. There were selected four aspects of this integrated model to be explored in this study: attitude towards physical activity and intention to be physically active, autonomous and controlled motivation. Additionally, adopter categories from Diffusions of Innovations Theory were added to gain knowledge of adopting wearable sports technology. The goal of this study was to expand understanding about motivation for physical activity among wearable sports technology users and give insights for practitioners in the field how to better understand their customers. This study is qualitative in nature, relying on semi-structured group interviews of individuals using wearable sports technology or expressing interest to getting one. Overall, 11 individuals participated in the study. Roughly half of the participants were men and half women, and their ages were from 24 to 59. The data was analyzed with theory-guided content analysis relying on the themes of the literature review. The main findings of the study indicate that the type of motivation is highly individualized, and individuals can possess characteristics of both controlled and autonomous motivation varying in the context. It is nearly impossible to categorize individuals as only driven by autonomous or controlled motivation. The reasons for using exercise technology are quite different depending on which type of motivation an individual possesses more of. However, the findings demonstrate that learned exercising habits and experiences were related to autonomous motivation, positive attitude towards physical activity, and intention to be physically active. Noteworthily, friends and family’s positive attitude towards physical activity were related to positive attitude and intention to engage in physical activity. A common driver for physical activity for all participants was to maintain own overall health and well- being, with individual differences based on the degree of internalization of physical activity. Wearable sports technology companies should focus on strengthening individuals’ autonomous motivation and positive attitude towards physical activity, especially, in families.

Description

Thesis advisor

Lindblom, Arto

Keywords

physical activity, wearable sports technology, motivation, attitude towards behavior, intention, theory of planned behavior, self-determination theory

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202401071326

Collections

[gradu] Kauppakorkeakoulu / BIZ