An Exploratory Study On The Multi-Motivations Of Social Network Sports Platform Usage

With the improvement of people's material conditions in modern society and the quickening pace of life,under the pressure of work and study,people have been neglected in exercise and health management,and the amount of physical activity has been reduced.The problem of national physical fitness has aroused the high attention of the government.In recent years,the State Council has promulgated a series of related policies to improve the national fitness program to the level of national development strategy.In addition,with the continuous infiltration of Internet and technology,the popularity of smart phones has been further promoted,smart bracelet,smart shoes and other wearable devices have gradually moved to the public.In 2015,a large number of sports APP were sprung up,causing a mobile fitness upsurge.WeChat,QQ,micro-blog and other mainstream social networking applications also launched the corresponding sports service platform,triggered a tide of“showing steps".Most of the existing researches focus on professional sports APP,little attention was paid to sports services provided by large-scale applications.This research selects the sports platform plugged-in the social network application,which aims to explore the motivation of users and the impact on the continuous use behavior.On the one hand,it can lay a theoretical foundation for the follow-up behavior research,and on the other hand,it can provide suggestions for the construction of the platform.This kind of platform has a huge number of users,and researches have shown that the use of the platform has a positive role in promoting the user's behavior.It is a superb entrance to popularize the fitness consciousness of the whole people and promote their fitness behavior.Therefore,it is of great significance to focous on this kind of platform.This study is based on motivation theory,technology acceptance model,self-determination theory and use and satisfaction theory.Through literature review and interview,the motivation scale of social network sports platform is formulated.8 motivational factors are identified by exploratory factor analysis,which are information acquisition,supervision&promotion,self-cognition,social contact,emotional support,social comparison,self-presentation,leisure&entertainment,and classified as three types of motivations:instrumental,sociable and hedonic.Then,this study develop a model of how motivation impact on continuous use intention,and tests the hypotheses through the structural equation model,and finds that social contact and leisure&entertainment have a significant positive impact on the continuous use intention of the social network sports platform.The contribution of this study is that,it explores the reasons for the user's continuous use of the social network sports platform from the perspective of motivation,and finds that the motivation intention model has insufficient explanation in this study,the follow-up study may introduce external variables,such as information system,social environment,and so on.Besides,according to the research conclusions,we put forward the guiding opinions on the platform construction and focus on adding social and recreational elements of the platform,such as integrating with social networking,improving the level of the gamification,making full use of big data to create a personalized and professional intelligent social sports service platform,enriching the sports scene,excavating the needs of the users,expanding the industrial boundary,and promoting the deep combination of sports and other fields.