2026, Vol. 7, Issue 1, Part C

This study examines users’ intention to use AI coaching in the gym context in Vietnam by positioning perceived value as the central explanatory mechanism. Data were collected via a structured, self-administered questionnaire from gym users in Ho Chi Minh City and members of bodybuilding and online fitness communities who had prior experience using an AI Coach (N = 434). All constructs were measured using a five-point Likert scale, and the proposed model was tested using PLS-SEM in SmartPLS. The results show that performance expectancy, hedonic motivation, and effort expectancy positively and significantly influence perceived value, whereas perceived cost negatively affects perceived value. In turn, perceived value has a significant positive effect on intention to use AI coaching. Overall, the findings indicate that adoption intention is primarily driven by users’ value perceptions, which are strengthened by perceived benefits, enjoyment, and ease of use, but weakened by cost-related sacrifices.