Research On Influencing Factors And Promotion Strategies Of Health Apps User Stickiness In The Context Of Digital Economy

As a new economic form,digital economy has become the driving force of transformation and upgrading,and also the commanding height of a new round of global industrial competition.At the same time,the concept of big health and the development of health industry are increasingly valued.Health app,taking the boat of digital economy,sails "healthy China" and ushers in vigorous development.As a mobile interactive platform closely related to people’s life,user stickiness is the key to the success of health apps.The research on user stickiness of health apps will help to clarify the new relationship between applications and users,health industry and consumers in the era of digital economy,and supplement the research results in this field.It also helps to improve the operation strategy and user experience of health app and achieve a win-win situation.Based on grounded research and multi case study,this paper focuses on typical health mobile application cases,deeply excavates user evaluation text,and identifies "risk cost","money cost","time cost","resource cost","talent value","function value" through open coding,spindle coding and selective coding "Spiritual value","social value","aesthetic value","physical health value","hedonic value" and "relationship perception" are 12 categories that affect user stickiness.Further,according to the differences in their nature,three main categories are refined,namely "intermediary cost control","intermediary value realization" and "target value realization".Then,we build a "health mobile application user stickiness influencing factors mechanism model".Finally,based on the research results of influencing factors of user stickiness of health mobile applications,focusing on the experience and shortcomings of current typical health mobile applications,seven suggestions are put forward to improve user demands,optimize function supply,strengthen technical support,improve aesthetic design,enrich link planning,balance profit methods,and do a good job in communication services.