Effects of gain-loss-framed messages on virtual reality intervened fitness exercise
| DOI | https://doi.org/10.1108/IDD-04-2021-0051 |
| Published date | 14 December 2021 |
| Date | 14 December 2021 |
| Pages | 374-386 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Rohit Yadav,Mohit Yadav,Amit Mittal |
Effects of gain-loss-framed messages on virtual
reality intervened fitness exercise
Rohit Yadav
Faculty of Commerce and Management, SGT University, Gurugram, India
Mohit Yadav
Jindal Global Business School, O.P. Jindal Global University, Sonipat, India, and
Amit Mittal
Chitkara Business School, Chitkara University, Punjab, India
Abstract
Purpose –Technology for fitness provides users with numerous features that aid the achievement of intended fitness/health goals such as checking
consumption habits and adherence to exercise. Based upon the concepts of self-efficacy and prospect theories, this study aims to inspect t he
influence of messages frame on behavioral usage of virtual reality (VR) technology intervened fitness exercise.
Design/methodology/approach –By usage of a laboratory-based experiment commissioning certain fitness exercises, this study is conducted on
150 respondents. An assessment is conducted on the efficiency of gain appeal mechanism (exercise performance feedback) toward the usage of VR
intervened fitness exercise and measured surge in exercise self-efficacy (ESE), playfulness (PL) and outcome expectations.
Findings –The results show that gain-appealed/framed messages prove advantageous over loss-appealed/framed in performing VR intervene d
exercises. A bootstrapped (method) mediation analysis confirms higher positive effects of gain-framed messages upon intentions to use VR
intervened fitness exercise. VR intervened fitness exercise was strongly and positively mediated by ESE, PL and outcome expectations.
Practical implications –This study is of help to researchers and marketers trying to understand the role played by gain- and loss-framed messages
on VR technology enabled fitness exercises.
Originality/value –This study helps VR and fitness technology developers and marketers understand the effectiveness of persuasi ve performance
messages toward VR fitness exercise technology adoption amalgamating message intervention with better technology usage.
Keywords Self-efficacy, Persuasive technology, Playfulness, Fitness exercise, Gain frame, Mobile health technology
Paper type Research paper
1. Introduction
With mass usage of mobile phone technologies, both
researchers and health/fitness service providers have identified
their enormous potential in health-related studies. Researchers
have identified the effects of messageintervention in increasing
motivation and adoption of health-related selections (Fanning
et al.,2012;Choe et al., 2013;Rejikumar et al.,2019).
Studies related to health have evaluated the impact of health
appeal messages on users’behavior selections (Kim and
Lee, 2017;Langford et al.,2017). Indeed, there exists various
fitness games in the market that incorporates features of
persuasive messaging just to engage users’in systematic
exercise routine (Higgins, 2016). One apparent dilemma that
exists while getting young participants active (physically) is
their deskbound or sitting actions are considered as instantly-
reinforcing and pleasant, whereas different physical activities
with capability to improve health are considered as non-
gratifying. However, senior surgeons believe excessive
television, video and computer usage as reasons for childhood
obesity (USDHHS, 2004), still paradoxically interactive video
game industry demandis surging.
The principle behind interactive or persuasive games is the
belief in making participants to directly associatetheir sports or
physical movements within video game that directly coincides
with movements or activities of game. Interactive games and
applications trigger physical movements that help shed extra
calories to high levels and also provide an instant gratification
and gamification to further physical activities by participant
(Yang et al.,2005;Gao et al.,2013).
The usage of virtual reality (VR) gamingsystems (VR games)
has gained lots of attention for engaging healthy individuals in
physical activity and also rehabilitation of clinical population
(Lange et al.,2010;Tayloret al., 2011;Peng et al.,2013;Laver
et al.,2017), as it can also augment various psychological
benefits connected with exercises (Plante et al.,2003). Within
the gaming experience,various interactive options are provided
in comparison to traditional display methods (e.g. personal
computers, tabletsand consoles) (Benedicuts, 2014).
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
50/4 (2022) 374–386
© Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-04-2021-0051]
Received 24 April 2021
Revised 11 August 2021
25 September 2021
26 October 2021
Accepted 19 November 2021
374
To continue reading
Request your trial