Role of digital platforms toward exercise enhancement.

Abstract

This thematic paper aims to explore the relationship and motivation of health concern people using digital platforms for their exercise. The study is beneficial to the products and services providers in terms of gaining a better understanding about exercise personalities and their preferences. The modification of Technology Acceptance Model, plus academic papers, digital references, and research questions were approached to five focus groups discussion with 32 participants who were health concern and exercised frequently. Refer to the findings, exercise personalities can be analysed into 2 types according to exercise frequency which are beginning and intermediate and another 2 categories according to exercise activity which are cardio and non-cardio. The results show that intermediate group focus more on functional benefits while beginning exercisers value emotional fulfilment. On the other hand, numeric measurement features are essential for cardio exercisers whereas visual and entertainment features are more preferable for non-cardio people. In order to obtain the maximum business profitability, the research suggested that suitable strategic digital platforms as well as related marketing communication style need to be differentially created in order to response to specific group of exercisers.