An Empirical Study On The Continuous Intention Of Sports APP Users

In recent years,under the background of continuous progress of mobile Internet technology and gradual awakening of public health consciousness,sports APP emerged as an innovative sports mode,its essence is to build a sports platform that keeps pace with The Times through mobile Internet.However,as a product under the Internet,sports APP not only updates quickly,but also has serious homogenization.As a result,the continuous use intention of users is not high,that is,the retention rate of users is very low.To a certain extent,this has hindered the development of the sports APP industry.At present,there are relatively few studies on sports APP,and most of them focus on the development status of sports APP.Therefore,this paper is to explore the effect of users' motivation on satisfaction and continuous use intention based on use and satisfaction theory.Specifically,this paper mainly includes the following two aspects.First,it reveals the impact of motor need motivation,social need motivation and emotional attachment motivation on continuous use intention.Second,it explores the mediating role of satisfaction in three paths of motor need motivation,social need motivation and emotional attachment motivation on continuous use intention.In this study,data were collected through questionnaire survey,and sports APP users were selected as respondents.The questionnaire survey was conducted in two stages.In the first stage,based on the 84 valid questionnaires collected,exploratory factor analysis test was conducted on the initial scale,and two unqualified items were deleted to obtain the final scale.In the second stage,based on the 456 valid questionnaires collected,descriptive statistical analysis and correlation analysis were conducted on the questionnaire data through SPSS software,verified the correlation between variables and confirmed the high reliability and validity of the final scale,and use MPLUS to test the hypothesis of the structural equation model.Through the analysis of the test results,it is found that the motor need motive,social need motive and emotional attachment motive all have significant positive influence on continuous use intention,and the mediating effect of satisfaction is also verified.Based on the study results,this paper discusses and proposes corresponding suggestions for enterprises to improve users' continuous use intention.