Percorrer por autor "Bortolini, Enzo Danguy"
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- Enhancing Inertia’s customer adoption, engagement and retention : a TAM approach to a FITNESS digital platform startup in PortugalPublication . Bortolini, Enzo Danguy; Xavier, RuteInertia is a mobile application designed to facilitate access to sports venues and joining sports sessions in the Lisbon Metropolitan Area. Drawing from the Technology Acceptance Model (Davis, 1989), this thesis investigates the factors that influence the target population to adopt and stay loyal to Inertia. It hypothesizes that perceived ease of use positively impacts perceived usefulness, which in turn shapes user attitude towards the app and their behavioral intention to engage with the app. An online survey was conducted, collecting 78 valid responses. This data is analyzed is descriptive statistics, reliability testing, regressions and correlations. The results point that attitude is the strongest predictor of users’ intention to use, but its strength is built on cumulative influences from perceived usefulness and perceived ease of use. Perceived ease of use was found to impact perceived usefulness but its effect on attitude was weak. These results suggest that while usability facilitates adoption, usefulness and positive user attitude towards the platform are major determinants of user’s intention to engage with Inertia. Such findings indicate Inertia towards strategies that deliver features that are truly valuable and tangible along the customer journey while keeping an intuitive platform. Ultimately, though, findings suggest that forming a positive user attitude through customer satisfaction is the key to adoption, engagement and retention. Future research should elaborate on the limitations of this study by incorporating qualitative analyses, expanding sample size, validating results with the real Inertia app once it is launched and expand measurements of TAM constructs. Inertia is a mobile application designed to facilitate access to sports venues and joining sports sessions in the Lisbon Metropolitan Area. Drawing from the Technology Acceptance Model (Davis, 1989), this thesis investigates the factors that influence the target population to adopt and stay loyal to Inertia. It hypothesizes that perceived ease of use positively impacts perceived usefulness, which in turn shapes user attitude towards the app and their behavioral intention to engage with the app. An online survey was conducted, collecting 78 valid responses. This data is analyzed is descriptive statistics, reliability testing, regressions and correlations. The results point that attitude is the strongest predictor of users’ intention to use, but its strength is built on cumulative influences from perceived usefulness and perceived ease of use. Perceived ease of use was found to impact perceived usefulness but its effect on attitude was weak. These results suggest that while usability facilitates adoption, usefulness and positive user attitude towards the platform are major determinants of user’s intention to engage with Inertia. Such findings indicate Inertia towards strategies that deliver features that are truly valuable and tangible along the customer journey while keeping an intuitive platform. Ultimately, though, findings suggest that forming a positive user attitude through customer satisfaction is the key to adoption, engagement and retention. Future research should elaborate on the limitations of this study by incorporating qualitative analyses, expanding sample size, validating results with the real Inertia app once it is launched and expand measurements of TAM constructs.