Title:	THE EFFECTS OF GENDER AND AGE ON THE ADOPTION OF ELECTRONIC EXERCISE DIARIES
Author(s):	Markus Makkonen, Lauri Frank, Tuomas Kari, Panu Moilanen
ISBN:	978-972-8939-76-2
Editors:	Gunilla Bradley, Diane Whitehouse and Angela Lin
Year:	2012
Edition:	Single
Keywords:	Electronic exercise diaries, adoption, gender effects, age effects, online survey, Finland
Type:	Full Paper
First Page:	43
Last Page:	53
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	In the recent years, electronic exercise diaries have emerged as an important sub-market of electronic commerce but received relatively little attention in the academic literature. This study examines the effects of two basic socioeconomic variables, gender and age, on their adoption. Because of the lack of prior research, the study is explorative in nature and follows a two-phased research process. In the first phase, we examine the effects of gender and age on the adoption of keeping an exercise diary non-electronically by using traditional pen and paper and electronically by using the novel electronic exercise diary software and services. In the second phase, we first develop a framework for classifying the electronic exercise diary software and services into few broader categories and then examine the effects of gender and age on the adoption of these categories. Methodologically, both the phases are based on an analysis of an online survey sample of 3,036 Finnish consumers through contingency tables, the Pearson’s ?2 tests of independence, and the Cramér’s V coefficients. The results of the analysis suggest several interesting effects of gender and age on the adoption of electronic exercise diaries, the implications of which are discussed in more detail in the concluding section of the paper.
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