Research On The Influencing Factors Of User Behavior Of Vertical Sports APP

In order to achieve the development goal of the new era of transformation from a sports country to a sports power,China’s sports industry has recently been supported by relevant national policies to ensure the benign and rapid development of related industries.With the innovative application of big data,blockchain and other information technologies in the field of sports,in order to adapt to the increasingly differentiated and high-quality information and service needs of sports users,the sports industry has begun to shift to the "vertical" field to improve user retention,and vertical sports apps came into being.However,in recent years,vertical sports apps have suffered from the development of "internal worries and external troubles",the scale of domestic sports users with "internal worries" is close to saturation,the increase in users has slowed down,and the traditional sports media of "external troubles" continue to squeeze market share with the event sector.In this context,whether we can grasp existing users and improve user retention has become the key to breaking through the "barriers" of vertical sports APP development.Therefore,it is of great theoretical and practical significance to explore which factors affect the willingness and behavior of vertical sports APP users.Taking the most representative vertical sports APP "Understand the Ball Emperor" as an example,this paper uses case analysis and questionnaire survey to explore the influencing factors of vertical sports APP users’ usage behavior.Based on the analysis of the current situation of the "Understand the Ball Emperor" APP,this paper constructs a model of influencing factors of user behavior of vertical sports APP based on the unified extension model of technology acceptance and use(UTAUT2),combined with social impact theory and perceived risk theory.At the same time,the effective information of the collected questionnaire was used as the research data,and the statistical software and websites such as SPPS,AMOS and SPSSAU were used to verify the 13 research hypotheses through the combination of exploratory factor analysis(descriptive statistics,correlation analysis)and confirmatory factor analysis(path analysis,mediation effect test).The conclusion of this paper is mainly divided into three parts.The first part is the influencing factors of users’ willingness to use,and it is found that six factors,including performance expectation,effort expectation,subjective norms,social recognition,convenience conditions and habits,have a positive and significant impact on users’ willingness to use,while perceived risk and hedonistic motivation factors have no significant impact on users’ willingness to use.The second part is the influencing factors of user use behavior,and it is found that three factors,use intention,convenience and habits,have a positive and significant impact on user use behavior.The third part is the mediating effect of use intention,and the study finds that there is a partial mediating effect in the relationship path between convenience conditions,habits and use behavior.Finally,based on the research conclusions of media availability,this paper puts forward three development strategies for vertical sports apps: "creating a" PGC+UGC+PUGC " model,improving the review mechanism,and releasing user initiative","building an online virtual community,creating a common viewing atmosphere,activating users’ social attributes",and "accompanying the whole process of the event,customizing precise scenarios,and cultivating user habits".