Researcher ORCID Identifier

Graduation Year


Date of Submission


Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Gabriel Cook

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2023 Chris Li


Sports and fitness mHealth app development has rapidly increased since the COVID-19 pandemic due to changes in living situations that increased the demand for exercising remotely. App developers struggle to understand the various strategies in reducing the amount of users that churn as time progresses. This research proposal will primarily focus on the effect that personalization has on churn, seeing the increased development of mobile health apps, strong desire for curated experiences, and the recent relevance of AI. To fully understand the relationship between personalization and churn, moderator effects of perceived ease of use, perceived usefulness, and user engagement will be investigated. A usability study with physically active college students in the US is proposed to collect data for analysis, with the hopes of providing app developers with a greater understanding of implementing personalization.