Zusammenfassung
Als Folge der voranschreitenden Digitalisierung und der COVID-19 Pandemie steigt die Nachfrage nach Indoor-Cycling Plattformen wie ‘Peloton’ exponentiell. Das Ziel dieses Beitrags ist es zu untersuchen, welche Faktoren die Nutzung von Indoor-Cycling Plattformen nachhaltig beeinflussen. Dafür wurde auf Basis der ‚Unified Theory of Acceptance and Use of Technology‘ ein kontextspezifisches Forschungsmodell abgeleitet, das auf Grundlage einer Befragung von 313 Nutzer/innen und des über die Plattform gemessenen Nutzungsverhaltes, überprüft wurde. Die extrinsische Motivation wird insbesondere durch die Trainingsmöglichkeiten getrieben, während Unterstützung durch Trainer/innen der Haupttreiber der intrinsischen Motivation ist. Soziale Interaktion beeinflusst beide Motivationsformen gleichermaßen. Intrinsische und extrinsische Motivation stellen starke Prädiktoren der Nutzungsintention dar, die wiederum nur mäßig die tatsächliche Nutzung beeinflusst, sodass sich Folgestudien stärker auf Barrieren der Nutzung fokussieren sollten. Die Multigruppenanalyse zeigt, dass der Zusammenhang zwischen Unterstützung durch Trainer/innen und extrinsischer sowie intrinsischer Motivation bei Männern signifikant höher ausgeprägt ist, als bei Frauen. Bei Frauen ist hingegen der Zusammenhang zwischen sozialer Interaktion und intrinsischer Motivation stärker ausgeprägt.
Summary
The demand for indoor cycling platforms like “Peloton” is growing exponentially due to advancing digitalization and the COVID-19 pandemic. This paper thus investigates what factors have a profound impact on the use of indoor cycling platforms. It introduces a context-specific research model derived on the basis of the unified theory of acceptance and use of technology. The research model was tested via a survey of 313 users, and their actual use behavior was measured via the platform data. Results indicate that extrinsic motivation is driven particularly by training opportunities, while support from coaches is the main driver of intrinsic motivation. Social interaction affects both types of motivation equally. Intrinsic and extrinsic motivation are strong predictors of use intention, which in turn only moderately influences actual use, so follow-up studies should focus more on barriers to use. Multigroup analysis revealed that the relationships between coaching support and extrinsic as well as intrinsic motivation are significantly stronger formen than for women. For women, on the other hand, the relationship between social interaction and intrinsic motivation is stronger.
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