Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques

Purpose The study investigates the factors influencing the continuance intention to use Mobile Fitness Applications (MFAs), focusing on the roles of switching costs, guilt, and neutralization techniques in addressing temporary discontinuance. Design/methodology/approach A total of 212 valid responses were collected via an online survey in Malaysia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to understand the relationships between the constructs. Findings The study confirms the significant impact of the Expectation Confirmation Model (ECM) constructs on the continuance intention to use MFAs. It highlights how users employ neutralization techniques to mitigate guilt from temporary discontinuance. Additionally, the study reveals that switching costs moderate the relationship between cognitive satisfaction and continuance intention, as well as between guilt and continuance intention. However, the direct effect of switching costs on continuance intention is negligible. Originality/value This research extends continuance intention literature by integrating switching costs, guilt, and neutralization techniques into the ECM framework, providing novel insights into user behavior regarding MFA discontinuance.