Research On Influencing Factors Of Users’ Behavioral Intention To Use Paying Courses In Mobile Fitness APP Based On UTAUT2 Model

With the rapid development of mobile Internet,smart phones have become an indispensable part of people’s life,and many industries have integrated with mobile Internet technology.In the context of national fitness,people pay more attention to their own health,and more and more people are willing to and participate in fitness activities.At the same time,people also have higher requirements for fitness quality,and the fitness APP paid courses that are not limited by time and space emerge as The Times require.The fitness APP paid courses can improve the fitness efficiency of fitness users and meet the needs of people in the current society to use fragmented time for fitness.Influenced by the COVID-19 epidemic,online fitness caters to the home fitness needs of fitness users.The fitness APP paid course market is developing rapidly and has great potential,but there are also many problems.This paper aims to study the factors that affect users’ willingness to use mobile fitness APP to pay for courses,so as to help operators of mobile fitness APP to better understand users and provide corresponding suggestions for further market development.Based on the analysis and summary of previous literatures,this paper combed the relevant studies on mobile fitness APP and technology acceptance theory.Based on the UTAUT2 model,combined with the relevant theories of individual innovation and perceived risk,this paper constructed a model of users’ willingness to use paid courses for mobile fitness APP,and designed a questionnaire based on it.512 questionnaires were distributed online through Questionnaire,and 475 valid questionnaires were collected.The collected data were analyzed and verified by SPSS22.0 and AMOS23.0 software.In this paper,a total of 8 hypotheses are put forward,of which 7 hypotheses are valid.Through structural equation model analysis,the following conclusions are drawn:performance expectations,price value,effort expectations,social influence,hedonic motivation,individual innovation positively affect the willingness to use mobile fitness APP paid courses,and perceived risk negatively affects willingness to use mobile fitness APP paid courses.promote factors on the user’s phone fitness APP paid courses using will not have a significant impact.In addition,this paper also studies whether different user demographic characteristics and fitness APP usage will affect the willingness to use mobile fitness APP paid courses,and concludes that there are differences in the willingness to use mobile fitness APP with different monthly income and whether users have paid for online fitness courses.Finally,based on the empirical analysis conclusions,the following suggestions are proposed: developers of fitness APP paid courses should devote themselves to improving the quality of courses;Fitness course pricing differentiation;Optimize the paid course interface of mobile fitness APP with user as the center;Improve the interest of fitness courses;Strengthen cooperation with third-party payment platforms.