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The aim of this study was to observe how a user’s individual factors in a commercial weight-loss treatment app affect their perceived usefulness of its features and how they relate to each other.

The information was obtained from an online survey with a sample of 412 users from a branded app for a commercial weight-loss treatment using body mass index (BMI), self-efficacy, social support and perceived usefulness as variables.

Users with higher self-efficacy perceived the app’s features as more useful. However, BMI was not a factor except for the psycho-emotional support features, which individuals with obesity perceived as more useful. Likewise, it was found that there weren’t any significant differences in self-efficacy based on their BMI. Lastly, it was found that social support could not be used as a factor to predict self-efficacy.

This study helps understand how individual factors for behavioural change may affect the perceived usefulness of a weight-loss app. Furthermore, the significance of self-efficacy as an influencing factor provides useful information for companies and app developers alike when developing their branded apps.

This study contributes to the body of knowledge on factors affecting user perceptions of weight-loss apps. It also adds to the literature of branded apps as complimentary resources for companies, which has not been studied in detail.