Investigation And Promotion Strategy Of Stickiness Of Fitness APP Users

With the proposal of the national fitness plan and the vigorous development of mobile communication technology,the fitness model based on mobile phone APP has gradually penetrated into people's lives and exerted an imperceptible influence on people's fitness behavior.Fitness APP as a new product of the mobile communication era,its independent fitness features,loved by users,has broad market prospects and socio-economic value.In this context,it is particularly important to investigate the current situation of stickiness of fitness APP users and put forward strategies to improve user stickiness,so as to provide some reference for APP developers to design and develop an APP product that has good fitness effect and attracts users to continue to use.This paper takes the stickiness of fitness APP users as the research object,takes the perceived value theory,expectation confirmation theory and motivation theory as the theoretical basis,uses the questionnaire survey method to obtain the stickiness data of fitness APP users,and analyzes the stickiness status of fitness APP users.Through the method of user interviews,a semi-structured interview outline is designed.Based on the interview data,the rooted theory is used to study the influencing factors of fitness APP users' stickiness.Finally,the strategies to improve fitness APP users' stickiness are put forward.The paper consists of six chapters: the first chapter is introduction,which introduces the research background and significance of the paper,combs and analyzes the current research situation at home and abroad,and introduces the research content,research methods and innovation.The second chapter is the concept definition and theoretical basis,involving the concept definition of fitness APP and user stickiness,as well as the theoretical basis of perceived value theory,expectation confirmation theory and motivation theory.The third chapter analyzes the current situation of stickiness of fitness APP users,uses the method of questionnaire to collect data,and analyzes the use of fitness APP and the stickiness of fitness APP users.The fourth chapter is the analysis of the influencing factors of fitness APP users' stickiness.The original materials are obtained through interviews,and the rooted theory is used to build a theoretical model of influencing factors of fitness APP users' stickiness.The fifth chapter puts forward the strategy of improving the stickiness of fitness APP users.The sixth chapter is the conclusion of the thesis,including research conclusions,research limitations and prospects.The research results and conclusions of this paper are as follows: first,through investigation and analysis,the current situation of stickiness of fitness APP users is as follows: fitness APP users have a general functional experience of APP;fitness APP users are not satisfied with most APP;fitness APP users think that most APP conversion costs are low;fitness APP users use APP to form fitness habits;fitness APP users' loyalty to APP needs to be improved.Fitness APP users are not willing to continue to use APP.Secondly,through the analysis of the interview data based on the rooted theory,a theoretical model of influencing factors of fitness APP users' stickiness is constructed.It is found that the six major factors that affect fitness APP users' stickiness are: user perception,user experience,user expectation,user satisfaction,user participation and continuous use intention.User perception,user experience and user expectation are the performance of user satisfaction.User satisfaction and user participation not only directly affect user stickiness,but also affect user stickiness through the intermediary factor of continuous use intention.Continuous use intention directly affects user stickiness.Third,it puts forward the strategies to improve the stickiness of fitness APP users from three aspects: improving user satisfaction,promoting user participation and strengthening users' willingness to continue to use.