Determinants of mobile fitness app continuance intention using PLS SEM NCA and fsQCA.

This study examines how users' continuance intention toward mobile fitness apps is formed, using an analytical framework of "value creation-satisfaction evaluation-platform lock-in." Based on 704 valid survey responses, the study applies PLS-SEM, NCA, and fsQCA. The PLS-SEM results show that entertainment attributes and service attributes significantly improve user satisfaction, which in turn increases continuance intention. Switching costs also have a significant positive effect on continuance intention, whereas the direct effect of social attributes on satisfaction is not significant. The NCA results indicate that entertainment attributes, service attributes, and satisfaction are moderate necessary conditions for high continuance intention. The fsQCA results further reveal multiple configurations leading to high continuance intention, which can be grouped into three patterns: "multidimensional value-high satisfaction," "function-lock-in driven," and "social-entertainment synergy." Overall, the findings suggest that users' continuance intention toward mobile fitness apps is not determined by a single factor in a linear way. Instead, it is jointly shaped by service experience, entertainment experience, satisfaction, accumulated platform value, and different combinations of conditions. This study extends the explanatory framework for continuance behavior in mobile fitness apps and offers practical implications for improving product design, implementing user segmentation strategies, and enhancing voluntary user retention.