The effects of lifestyles on behavioral intention for mobile fitness applications: An analysis for generation Y

This study was conducted to reveal whether the life style types of generation Y consumers have an effect on the behavioral intention towards mobile applications. In the light of the data obtained as result of the research, it was aimed to determine the effects of lifestyles on the use of mobile fitness applications and to put forward some strategies and suggestions that will ensure that the differences between lifestyles and generations are taken into account in marketing. The sample group of the study consists of generation Y consumers living in Turkiye. While making the sample selection, convenience sampling method was used. The data of the study were collected through online and face to face questionnaires through the VALS 2 scale to determine lifestyles, the Mobile Application Acceptance Model developed by Uğur and Turan (2016) to meausre behavioral intention and finally a demographic information form about personal information. SPSS 22.0 package programme and AMOS data analysis programme were used to evaluate the data. Before using the scales, exploratory factor analysis and reliability analyzes were applied. Descriptive statistics such as frequency, percentage and arithmetic average were used to evaluate the personal informations of generation Y consumers. After analyzing the findings according to their lifestyles, it was concluded that the highest rate of participation was experiencers and achievers sub-dimensions, while the lowest participation was the survivors sub-dimension. According to the analysis results, it was observed that the sub-dimensions of strivers, makers and survivors had a significant effect on behavioral intention and each increase in these sub-dimensions also raised behavioral intentions towards mobile fitness applications. When analyzing the relationship between the behavioral intentions of users towards mobile fitness applications and demographic variables, it was concluded that a significant difference is available in the behavioral intentions of the users according to the frequency of using the mobile fitness applications As a result, the obtained data showed that the lifestyles sub-dimensions of strivers, makers and survivors and the frequency of mobile fitness applications usage were affective on behavioral intentions towards mobile fitness applications. KEY WORDS: Lifestyles, VALS 2, Behavioral Intention, Mobil Fitness Applications, Generation Y