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Purpose This research investigates the factors influencing the adoption of online fitness platforms (OFPs) through the lens of behavioural reasoning theory (BRT). It examines how users' attitudes are shaped by specific drivers and barriers and their impact on the intention to adopt OFPs. Design/methodology/approach Data from 492 Indian participants collected via an online survey were analysed using partial least squares structural equation modelling to explore interrelationships between constructs. Findings The study identifies perceived health benefits and personalization as the most significant positive drivers influencing user attitudes towards OFPs. Conversely, major barriers include privacy concerns, limited social interaction and perceived ineffectiveness, while content quality and technical challenges had minimal influence. Positive attitudes were found to be strong predictors of users' adoption intentions. Practical implications The findings underscore the importance of delivering tailored, health-oriented experiences while addressing privacy concerns to foster trust. Social interaction features can improve engagement, while technical and content enhancements are secondary but still relevant considerations. Originality/value This research extends BRT by offering a nuanced analysis of both enabling and inhibiting factors in OFP adoption. It contributes to digital health literature by emphasizing the dominance of personalization and health benefits in shaping user decisions, challenging traditional concepts about the role of content quality and technical barriers.
Puneett Bhatnagr (Tue,) studied this question.