UNIVERSITY KUALA LUMPUR BUSINESS SCHOOL

BUSINESS RESEARCH METHODS 20502

CLASS: L01

PROJECT TITLE: BUSINESS RESEARCH METHODS: A STUDY ON STRAVA

APPLICATION

PREPARED BY

UMAR SHAKIR BIN HISHAM 62215323192

LECTURER NAME: DR PARIMALA A/P RENGIAH

DATE OF SUBMISSION: 27 AUGUST 2024

COVER PAGE
This report provides an in-depth analysis of the application of technology within the health sector,
with a particular focus on the Strava application. The Strava app, renowned for its role in fitness
tracking and social engagement among users, has become a subject of considerable interest among
researchers exploring technological advancements in health and fitness. This research has been
conducted by Umar Shakir Bin Hisham, who is currently pursuing a Bachelor of Business
Administration in International Business at the University Kuala Lumpur Business School. The
study is part of the Business Research Methods (LO1) course, which aims to develop students'
abilities in conducting empirical research and analyzing technological impacts. Special thanks are
extended to Dr. Parimala A/P Rengiah for her invaluable guidance and insightful advice
throughout the research process. This report reflects the culmination of extensive research and
analysis and is hereby submitted on 27 August 2024.
TABLE OF CONTENT

COVER PAGE _______________________________________________________________________2

1.0 INTRODUCTION _________________________________________________________________4
1.1 PROBLEM STATEMENT _________________________________________________________5
1.2 RESEARCH QUESTIONS _______________________________________________________6
1.3 OBJECTIVE OF THE STUDY _____________________________________________________6
1.4 THEORITICAL FRAMEWORK ____________________________________________________7
1.5 HYPOTHESIS__________________________________________________________________7
2.0 LITERATURE REVIEW ____________________________________________________________9
2.1 THEORIES ____________________________________________________________________9
2.2 HYPOTHESIS RESEARCH_______________________________________________________9
2.2.1 INDEPENDENT VARIABLE 1 (IV1): USER ENGAGEMENT WITH STRAVA’S
FEATURES ___________________________________________________________________ 10
2.2.2 INDEPENDENT VARIABLE 2 (IV2): DEVICE INTEGRATION ____________________ 10
REFERENCES_____________________________________________________________________ 11
1.0 INTRODUCTION

n today’s digital age, the intersection of technology and health has become increasingly prominent,
with a growing number of applications designed to enhance fitness and overall well-being. Among
these, the Strava app has emerged as a significant player in the realm of fitness tracking and social
motivation. Launched in 2009, Strava has revolutionized how individuals track their physical
activities, offering not only comprehensive data analytics but also a platform for social interaction
among users. As technology continues to advance, the role of such applications in promoting
healthy lifestyles has garnered considerable attention from both researchers and industry
professionals. Strava's appeal lies in its dual functionality: it serves as both a sophisticated fitness
tracker and a social network for athletes. The application provides users with detailed insights into
their exercise routines, including metrics such as distance, speed, and heart rate. Also, it
incorporates social features, such as following friends, joining challenges, and participating in
leaderboards, designed to foster a sense of community and competition. This combination of
technological sophistication and social engagement creates a unique environment where users are
motivated to achieve their fitness goals and engage with others who share similar interests. Despite
its widespread adoption and popularity, there remains a significant gap in understanding how
specific technological features of Strava impact user behavior and fitness outcomes. While many
studies have explored general aspects of fitness apps, there is limited research focusing on the
intricate ways in which Strava’s features influence user engagement, physical activity levels, and
overall satisfaction. This lack of detailed information presents a challenge for both the developers
of Strava and its user base, as it impedes the optimization of the app's functionalities and its
potential to enhance user experience. The primary aim of this study is to bridge this gap by
investigating how Strava’s technology features affect user behavior and fitness outcomes. By
examining factors such as user engagement with the app's features, social interactions, and the
integration of external fitness devices, this research aims to provide a comprehensive
understanding of how these elements contribute to users' physical activity levels and overall
satisfaction. This study is intended to offer actionable insights that can guide future improvements
to the Strava platform, enhancing its effectiveness as a tool for promoting continuous physical
exercise and increasing user happiness. In summary, as technology continues to shape the
landscape of health and fitness, understanding the specific impacts of applications like Strava is
crucial. This research looks to contribute to the broader discourse on technology's role in health
by providing a detailed analysis of Strava’s features and their influence on user behavior, thereby
supporting the development of more effective and engaging fitness technologies.
1.1 PROBLEM STATEMENT
Strava has become a leading app in fitness tracking, yet there is still significant uncertainty about
how its technological features impact user behavior and fitness outcomes. Despite its broad usage,
the specific effects of elements like user engagement, social interactions, and integration with
external fitness devices on key outcomes such as physical activity levels, user retention, and
overall satisfaction are not well-understood. This gap in knowledge hinders Strava’s efforts to
refine its platform and enhance user experience. Therefore, this study aims to explore how these
technology features influence user behavior, providing insights that could help Strava improve its
offerings and user satisfaction (Davis, 1989, p. 319; De Simone & Esposito, 2021, p. 106755).
1.2 RESEARCH QUESTIONS

This study fills that gap by investigating how Strava's technology features impact user behavior,
with the goal of providing a more in-depth knowledge of the app's function in encouraging
continuous physical exercise and increasing user happiness:

1. How does user interaction with Strava's features influence their physical activity
levels?
- This question seeks to figure out if there is a connection between how often and
intensely users engage with the app and their overall fitness improvements
(Hamari, Koivisto, & Sarsa, 2014, p. 3025).
2. How does social engagement within the app affect user retention?
- We will examine whether social features like following friends and taking part in
challenges contribute to users continuing to use the app over time (De Simone &
Esposito, 2021, p. 106755).
3. How does the availability of premium features affect customers' fitness
progression?
- This question investigates whether access to advanced features and analytics
through Strava’s premium options affects fitness outcomes (Sundar & Limperos,
2013, p. 504).

4. How does device integration affect overall user satisfaction with the Strava app?
- We aim to find out if the ability to connect devices such as smartwatches and
heart rate monitors enhances user satisfaction with the app (Xu & Gupta, 2009,
p. 47).

1.3 OBJECTIVE OF THE STUDY

Building on the research topics raised, this study seeks to achieve four specific goals that
will lead to the examination of Strava's technology features and their influence on user
results. The aims are as follows:

1. To examine the link between user engagement and physical activity levels on Strava.
Specifically, we want to figure out if more frequent and intensive use of the app’s
features correlates with improvements in fitness metrics such as distance, pace, and
consistency (Hamari, Koivisto, & Sarsa, 2014, p. 3025).
2. To assess the impact of social interaction on user retention within Strava. This
involves exploring whether engagement with social features like activity sharing and
 challenges helps keep users over the long term (De Simone & Esposito, 2021, p.
106755).
3. To analyze how premium feature accessibility influences fitness progress among
Strava users. We will investigate if premium services lead to better fitness outcomes
compared to standard access (Sundar & Limperos, 2013, p. 504).
4. To explore how integration with external devices affects overall satisfaction with
Strava. We will decide if connecting devices like smartwatches and heart rate
monitors improve user satisfaction (Xu & Gupta, 2009, p. 47).

1.4 THEORITICAL FRAMEWORK

This study is based on the Technology Acceptance Model (TAM) and the Uses and
Gratifications Theory (UGT). The Technology Acceptance Model, developed by Davis (1989),
posits that users’ perceptions of a technology’s ease of use and usefulness significantly
affect their decision to adopt and continue using it (Davis, 1989, p. 319). For Strava, this
model helps us understand how users’ views on the app’s features, such as device
integration and premium options, affect their engagement and satisfaction. Additionally, the
Uses and Gratifications Theory, as discussed by Sundar and Limperos (2013), suggests that
users select and use technology to fulfill specific needs like social interaction and self-
improvement (Sundar & Limperos, 2013, p. 504). Applying UGT to Strava allows us to
analyze how the app’s features address these needs, influencing user behavior and
satisfaction. Together, these theories provide a comprehensive framework for examining
how Strava’s technology features impact user outcomes.

1.5 HYPOTHESIS

Based on our theoretical framework and research questions, we propose the following
hypotheses:

H1: Increased user engagement with Strava’s features is associated with higher
physical activity levels.

This hypothesis is grounded in the Technology Acceptance Model, which suggests that
perceived usefulness and ease of use drive user engagement (Davis, 1989, p. 319). We
expect that users who actively engage with Strava’s tracking, analytics, and social features
will see greater improvements in their physical activity.

H2: Integration with external fitness devices enhances overall user satisfaction with
Strava.
According to the Technology Acceptance Model, seamless integration with existing tools
contributes to user satisfaction (Davis, 1989, p. 319). We hypothesize that users who
connect Strava with devices like smartwatches and heart rate monitors will experience
higher satisfaction due to improved data accuracy and convenience.
2.0 LITERATURE REVIEW

Earlier research on fitness apps and their impact on user behavior provides valuable context
for this study. Research has proved that technological features such as activity tracking,
social interaction, and gamification can significantly motivate physical activity (Hamari,
Koivisto, & Sarsa, 2014, p. 3025). The Technology Acceptance Model has been widely
applied to fitness apps, revealing that perceived ease of use and usefulness are crucial for
continued engagement (Davis, 1989, p. 319). The Uses and Gratifications Theory explains
how fitness apps meet users’ needs for social connection, competition, and self-monitoring,
influencing retention and satisfaction (Sundar & Limperos, 2013, p. 504). Specifically,
Strava’s social features like leaderboards and community challenges have been shown to
foster a sense of competition and community, encouraging more activity (De Simone &
Esposito, 2021, p. 106755). However, there is a need for more focused research on how
these features interact with user behavior and outcomes, particularly about device
integration and premium features. This literature review provides a foundation for the
current study by summarizing existing research and finding areas that call for further
investigation.

2.1 THEORIES
This study uses two key theoretical frameworks: the Technology Acceptance Model (TAM)
and the Uses and Gratifications Theory (UGT). The Technology Acceptance Model, proposed
by Davis (1989), argues that perceived utility and ease of use are essential factors in
deciding technology adoption and usage (Davis, 1989, p. 319). For Strava, this means
examining how users’ beliefs of the app’s usefulness and ease of integration change their
engagement and satisfaction. The Uses and Gratifications Theory, articulated by Sundar
and Limperos (2013), suggests that people use technology to meet specific needs such as
social interaction, entertainment, and self-improvement (Sundar & Limperos, 2013, p. 504).
Applying this theory to Strava helps explain how the app’s features address these needs,
affecting user retention and satisfaction. By combining these frameworks, the study aims to
provide a comprehensive analysis of the factors influencing user behavior and outcomes
within Strava.

2.2 HYPOTHESIS RESEARCH

The hypotheses in this study are supported by existing literature and theoretical frameworks.
H1 proposes that increased user engagement with Strava’s features leads to higher physical
activity levels. Earlier studies have found that regular use of tracking tools and social
features can enhance motivation and physical activity (Hamari, Koivisto, & Sarsa, 2014, p.
3025). For instance, users who often watch their progress and take part in social challenges
often achieve better fitness results (De Simone & Esposito, 2021, p. 106755). H2 suggests
that integration with external fitness devices improves user satisfaction with Strava.
Research says that seamless integration with devices like smartwatches and heart rate
monitors is associated with higher satisfaction due to enhanced data accuracy and
convenience (Xu & Gupta, 2009, p. 47). By exploring these hypotheses, this study aims to
extend current research and gain a deeper understanding of how Strava’s technology
features impact user behavior and satisfaction.

2.2.1 INDEPENDENT VARIABLE 1 (IV1): USER ENGAGEMENT WITH STRAVA’S

FEATURES
User engagement is a critical variable for understanding how Strava’s features influence
user outcomes, particularly physical activity levels. Engagement refers to the frequency and
intensity with which users interact with the app’s features, such as activity tracking,
challenges, and social sharing. According to the Technology Acceptance Model (TAM), user
engagement is influenced by beliefs in the app’s utility and ease of use (Davis, 1989, p. 319).
Research supports the idea that regular interaction with fitness tracking tools and social
features can lead to increased motivation and physical activity. For example, users who
actively track their performance and take part in social challenges tend to achieve higher
fitness levels (Hamari, Koivisto, & Sarsa, 2014, p. 3025). This study will evaluate user
engagement metrics like completed activities, challenge participation, and social
interactions to decide how these factors affect physical activity, supporting H1.

2.2.2 INDEPENDENT VARIABLE 2 (IV2): DEVICE INTEGRATION

Device integration is another critical independent variable in this study, focusing on how
Strava’s seamless interaction with external fitness gadgets, such as smartwatches, GPS
(Global Positioning Systems) devices, and heart rate monitors, affects user satisfaction.
According to the Technology Acceptance Model (TAM), users’ beliefs of the ease of use and
utility of technology play a significant role in their overall satisfaction with the technology
(Davis, 1989, p. 319). Strava’s integration with various fitness devices is designed to
enhance the user experience by providing more exact and real-time data, which contributes
to a more personalized fitness tracking experience. Research supports this notion, showing
that users who connect their fitness devices to applications like Strava report higher
satisfaction due to the increased convenience and enhanced data accuracy (Xu & Gupta,
2009, p. 47). This study will evaluate the extent to which users engage with device integration
features and how this engagement correlates with overall user satisfaction, thereby testing
H2.
REFERENCES
Davis, F.D. (1989) 'Perceived usefulness, perceived ease of use, and user acceptance of
information technology', MIS Quarterly, 13(3), pp. 319-340.
https://www.jstor.org/stable/249008

De Simone, L. and Esposito, A. (2021) 'Social features in fitness apps: A systematic review
of their influence on motivation and physical activity', Computers in Human Behavior, 120,
106755.

https://www.sciencedirect.com/science/article/abs/pii/S0747563221000777?via%3Dihub

Hamari, J., Koivisto, J. and Sarsa, H. (2014) 'Does gamification work? —A literature review
of empirical studies on gamification', Proceedings of the 47th Hawaii International
Conference on System Sciences, pp. 3025-3034.
https://ieeexplore.ieee.org/document/6758978

Sundar, S.S. and Limperos, A.M. (2013) 'Uses and grats 2.0: New gratifications for new
media', Journal of Broadcasting & Electronic Media, 57(4), pp. 504-525.
https://www.tandfonline.com/doi/abs/10.1080/08838151.2013.845827

Xu, H. and Gupta, S. (2009) 'The effects of privacy concerns and personal innovativeness on
potential and experienced customers' adoption of location-based services', Electronic
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