Predicting intentions to use mobile fitness apps : the integration of theory of planned behaviour and theory of normative social behaviour

In the context of mobile fitness apps, this study proposes a theoretical integration between the theory of planned behaviour (TPB) and the theory of normative social behaviour (TNSB). In addition, this study explores the possible group differences by adoption phase, drawing comparison between app users and non-users. A sample of 277 undergraduate and graduate students participated in an online survey. Results show TPB had good predictive power, with attitudes, injunctive norms, and perceived behavioural control positively predicting use intentions. On the other hand, results for TNSB supported only injunctive norms as a moderator for the relationship between descriptive norms and use intention. Although some relationships in the integrated model were not significant, results indicate that the integrated model could be more comprehensive in predicting and explaining mobile fitness app use intentions as compared to TPB and TNSB as separate models. Comparison of users and non- users revealed a key difference in the effect of perceived behavioural control on use intention. Findings emphasise the need to strengthen measurement of social influence in behavioural models, by considering possible interactions between different norms. Keywords: theory of planned behaviour, theory of normative social behaviour, mobile fitness apps, use intention, social influenceBachelor of Communication Studie