Research On Intensive Mechanism Of The User Stickiness For The Health Management APP And Management Strategy

With the development of mobile Internet and the popularization of mobile terminals,mobile service already has a huge impact on traditional service industry,and is closely related to residents' health in the health service industry is facing a huge change.In recent years,as the pace of life has quickened,people's bad habits have become more common,and health problems have gradually gained the attention of residents."Internet+health" service mode gradually thorough popular feeling,personalized based on mobile terminals,intelligent health management services has become the residents' health management for anytime,anywhere,to raise their health literacy of choice.But the mobile application of health management(Application,APP)is also facing the mobile Internet users in context switching cost,user stickiness problem is weak,for the mobile health management application service providers,users transfer and loss will affect the company's great continued operation and long-term development.However,in the context of mobile interconnection,users' conversion costs are extremely low,and users' stickiness is weak,and users are easily transferred and lost.Mobile application providers tend to pay more attention to user experience and activity rather than simply pay attention to the number of applications downloaded.They expect to form user relationship through user's high frequency continuous use to establish strong user relationship.Therefore,how to form a stable user stickiness has become a key problem that affects the development of health management APRBased on the introduction of the theory of user sticky this paper first divides user stickiness into stages,and divides user stickiness into weak user stickiness and strong user stickiness.Secondly,based on the theory of perceived value and the theory of perceived risk,this paper analyzes the perceived value and perceived risk dimensions in the mobile health field.the mechanism model of user stickiness formation and strengthening of health management app users is established based on the improved ECM-ISC model,and the SEM is used to test the research hypotheses to analyze the formation process and intensive mechanism of the user stickiness for the health management APP.The layered phenomenon of the perceived value in the process of strengthening user stickiness is obvious;the user-perceived risk has an evident negative impact on the forming and strengthening of user stickiness;gamification participation can not only indirectly affect the strong user stickiness through the weak user stickiness,but also directly affect the formation of strong user stickiness.This suggests that improving the user perceived value,reducing the user perceived risk and rational utilization of gamification participation can promote formation and reinforcement of the user stickiness.On the basis of the results of the study,the health management class APP operators shall pay attention to the perceived value stratification,attaches great importance to the value of the different stages of user demands,and the key to reduce the user registration,privacy protection and perceived risk of means of payment.At the same time,we set up the game participation mechanism with the health management function as the core,further strengthening the stickiness of health management APP users and forming a stable customer relationship.