This study explores how Zwift can influence various factors within consumer behaviour. The core aim of this study is to aid the online fitness industry in gaining a greater understanding of how their platforms affect the user’s self-concept and general mental health. This is demonstrated within the thesis through the lenses of consumer behaviour through COVID-19, self-concept in Zwift and how the gamification of fitness has an impact on user’s actions and mindset. Data was collected from active Zwift users through a questionnaire and interview. The information was then analysed for generational and gender views to gain a greater depth of understanding into the field and how the consumers are impacted by the platform. These results were then analysed using an inductive approach, to explore the patterns and themes within the resulting data and produce a depth of knowledge that could be analysed. The themes found were compared to the existing data within the field of self-concept and consumer behaviour to formulate managerial implications for the future of Zwift. The study found various methods in which the platform had influence over the consumers and how important Zwift is to the community it has developed. The online cycling industry needs to acknowledge the impact of overtraining and exercise addiction within the field and input greater regulations to combat this. In addition, Zwift must address the culture of bullying and confrontation that is so frequently active throughout the platform’s consumer base to eliminate the negative feelings within the community.
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