Exploring the Adoption of Nike+ Run Club App: An Application of the Theory of Reasoned Action

Abstract

The purpose of this study was to explore the influencing factors of users using Nike + Run Club App by Theory of Reasoned Action (TRA) as the theoretical basis and add the perceived playfulness into the research framework. This study took the users of the Nike + Run Club App as the research subject and distributed 360 questionnaires by snowballing sampling, a total of 351 valid questionnaires. All data were analyzed by descriptive statistics, confirmatory factor analysis, and structural equation models. Overall, the results reveal that extending TRA could be a well-explained users’ behavior in the mobile application. The study found that the less the efforts spent in learning, the more positive the influence on attitude, thus affecting users’ behavior. Therefore, this study proposed the following suggestions: People are pursuing a clearer and simple interactive function, a simplistic design; or adding instructions next to the new features will make the Nike + Run Club App more perfect. Emphasize the user’s entertainment needs, develop interesting tasks, or games to make users feel interesting, and then be willing to continue to use the Nike + Run Club App.