Abstract
BACKGROUND: Women make up nearly 60% of fitness App users and play an important role in the operation and development of these Apps. Despite the widespread adoption of fitness Apps in recent years due to their many physical and mental benefits, the use of Apps tends to be short-term, and user engagement is relatively low. Little is known about the factors that motivate female users to consistently use fitness Apps. This study aimed to study attributes of fitness Apps that are most likely to influence female users during their use of Apps. METHODS: The means-ends chain theory and the soft-laddering interview technique were used to analyze the attributes that influenced females' perceptions of fitness apps, focusing on the features most likely to provide them with benefits and value. RESULT: The results of the study indicated that instructiveness, interaction, personalization, ease of use, and convenience were the most important attributes valued by female fitness App users; peer support, entertainment, and exercise adherence were the most important consequences; and health, self-fulfillment, enjoyment of life and sense of achievement were the most important values. CONCLUSION: The findings provide researchers and management of fitness Apps and women's sports with valuable insights from the means-ends chain theory, as well as suggestions for applying App design and promotion.