Consumer wellbeing through fitness apps: a psychological ownership perspective

Purpose This study aims to undertake an examination of the determinants of psychological ownership (PO) in case of fitness apps and also attempt to understand the relationship between PO and consumer wellbeing (CWB). This relationship is also explored to understand the role of personal innovativeness (PI) and health consciousness (HC) as moderators. Design/methodology/approach The present study uses the PO theory as the base model for the study. The data was collected through face to face survey method and a total of 315 valid responses were received in a period of five months. All the hypothesized relationships were tested by using partial least square structural equation modeling. Findings This study confirms the significant relationship between PO and CWB. Control, investment of self and intimate knowledge of fitness apps are the significant factors that lead to the PO of these apps. The findings put forth HC as a significant and PI as an insignificant moderator. Practical implications This study gives important inputs to app developers for increasing the PO toward these fitness apps. The PO has a proven record for delivering positive behavioral outcomes for marketers but can also act as igniter to boost CWB. The findings suggest that marketers should target users with high HC who can turn out to be role models and significantly influence people around them. Originality/value This study is one of the few studies to examine the fitness apps by using the PO perspective. Further, this study demonstrates the role of PO in generating CWB and thus contributes to the knowledge of fitness app research by filling the gap in post-adoption studies of these apps.