Can User Experience affect buying intention? A case study on the evaluation of exercise equipment.

Treadmills are increasingly loaded with digital technology for assisting the individual during the workout sessions by providing information for tracking relevant training parameters. Also, this technology makes exercise more pleasurable by keeping the user connected to her/his digital ecosystem (e.g. social networking, access to multimedia content). Although there is an increasing interest in digital technologies to be used in fitness, a cursory literature search shows that the interest towards gym equipment is currently limited to the hardware component, thus making biomechanics the focus of the investigation. Other types of contributions are very rare and mostly focused on the design of tools for special populations (e.g. elderly, disabilities) as well as for promoting physical activity monitoring (eHealth). In the present study information on the perceived usability of the interface was collected and analysed along with opinions about buying intention and estimated pricing. Twenty-three individuals were tested after using a treadmill (Technogym S.p.A.) equipped with an interface allowing equipment and training management, activity monitoring and user entertainment. Results indicated a significant influence of perceived usability of the interface on the intention of buying the whole system, thus suggesting the existence of a ROI of Human-Centred Design strategies.