| With the introduction of relevant national policies,and based on the background of the development of the Internet,the sports fitness APP breaks the traditional fitness mode and gradually develops in line with the trend of the times.In addition to the invasion of the new coronavirus,people ’s health awareness has gradually increased,and sports have gradually occupied most of the public ’s leisure time.As a product of the rapid development of the digital era,sports fitness APP has broken the time and space constraints of users ’ participation in fitness activities and gradually become the choice of most people.With the rapid growth of the number of users,the existing problems have gradually emerged.The user ’s willingness to use is high,but the willingness to purchase paid products and services within the platform is not high,indicating that there are many aspects that can be explored and improved in the paid products and services provided by the sports and fitness APP.Through the research on the influencing factors of the purchase intention of paid products and services of sports and fitness APP users,this paper explores the reasons for the high user coverage and low penetration rate of paid users of sports and fitness APP,and puts forward corresponding optimization measures for the development of sports and fitness APP.Based on the S-O-R theoretical model,this paper takes product function,external influence and individual innovation as stimulus variables,perceived usefulness,perceived ease of use,perceived entertainment and perceived risk as the body response variables,and the purchase intention of users ’ paid products and services as the response variable,and establishes the influencing factor model of the purchase intention of paid products and services of sports and fitness APP users.The design of the questionnaire items is based on the mature scales at home and abroad,combined with the characteristics of domestic sports fitness APP and the real situation of users ’ use,the applicable scale is selected,the scale is adjusted,and the questionnaire is finally generated.A total of 589 questionnaires were collected in this survey,43 invalid questionnaires were excluded,and 546 valid questionnaires were left.Descriptive statistical analysis,reliability and validity test and structural equation model analysis were carried out by software SPSS23.0 and AMOS24.0,and the hypothesis was verified.The results show that the product function of sports fitness APP has a significant positive impact on users ’ perceived usefulness,perceived entertainment and perceived ease of use,and has a significant negative impact on users ’ perceived risk.The individual innovation of sports fitness APP users has a significant positive impact on their perceived usefulness,perceived entertainment and perceived ease of use,and has a significant negative impact on their perceived risk;external influence has a significant positive impact on users ’ perceived usefulness,perceived entertainment and perceived ease of use,but has no significant impact on perceived risk.Users ’ perceived entertainment,perceived risk and perceived usefulness play an intermediary role between the function of sports and fitness APP products and users ’ purchase intention;users ’ perceived entertainment,perceived risk and perceived usefulness play an intermediary role between users ’ individual innovation and purchase intention.Users ’ perceived entertainment and perceived usefulness play an intermediary role between external influence and users ’purchase intention.Based on the above conclusions,it is proposed to improve user perceived usefulness and pay attention to product service content innovation;enhance user perception of entertainment,strengthen the construction of sports community interaction;improve user perceived ease of use and create a smooth and convenient use experience;recommendations such as reducing user perceived risk and effectively improving user purchase intention. |
