A Study On The Influence Of Perceived Value And Subjective Norms On The Willingness To Use Sports App

With the Apple Corp in 2008 to create the first APP application,in recent years,the popularity of mobile Internet,the mobile phone APP application to spurt the development of mobile.4G technology in the end of progress,WIFI technology continues to advance,the intelligent mobile phone has become more and more popular,people's daily life to cannot do without a wireless network and mobile phone traffic bow family,almost everywhere.The national fitness goals in such a hurry Internet plus age,fitness class APP began to appear,the mobile Internet market is showing a new situation All flowers bloom together.movement,however,emerge in an endless stream of APP will be a little uneven in quality while the mature development of the APP,began to have a huge audience,but there are also many problems hindering the movement of people to use APP.Therefore research on intention to use sports APP has become increasingly necessary,which is the APP operator is closed Note the focus of this study.Based on the S-O-R model,mainly by the internal and external subjective norm,perceived value,willingness to use to explore the movement of the APP class.The perceived value can be divided into functional value,emotional value,social value and the four dimensions of perceived cost,use attitude as a bridge between them-intermediary role.This paper first reviews the movement of APP,perceived value,subjective norms,attitude and willingness to use the related literatures at home and abroad,on the basis of constructing the model for the impact of perceived value and subjective norm on the adoption of sports APP,puts forward relevant hypothesis;a questionnaire was conducted to collect data for quantitative research,277 the effective questionnaire collected by SPSS20.0 and AMOS23.0 software are analyzed and hypothesis testing of the questionnaire.Through the empirical study,we can draw the following conclusions: 1)the four dimensions of perceived value have no direct influence on the willingness to use sports APP.(2)the four dimensions of perceived value have different direct effects on the attitude of APP use.The functional value,emotional value and perceived cost of perceived value have a direct positive effect on the attitude towards the use of sports APP.The direct positive influence of perceived social value on sports APP use attitude is not significant(3)subjective norms have a significant direct positive effect on sports APP use intention.4)use attitude has significant intermediary effect on sports APP use intention.Both perceived value and subjective norms play an intermediary role in the influence of perceived value and subjective norm on the willingness to use.(5)the relationship between the four dimensions of perceived value and the intention of use is not unified by the use of attitude.Only for its emotional value and perceived cost has a significant intermediary role.It is expected to deepen the understanding of sports app and enrich the research theory of sports app user group through the above research results,combined with the premise of cross-border convergence of Internet sports.And provides the valuable reference to the sports app development benign user community.