| 摘要: |
| 运用扎根理论方法,以健身App用户评论数据为样本,对影响健身App用户购买意愿的因素进行识别分析,构建线上健身情景下用户感知对购买意愿影响的模型。从功能设置、软件运行、界面设计等26个范畴中提炼出系统质量、服务质量、功能价值、情感价值、社会价值等10个主范畴。通过典型关系结构进一步验证模型中各类因素之间的关系,最终得到健身App用户的购买意愿受到感知质量、感知价值和感知风险3类因素影响,并发现感知价值和感知风险在感知质量和购买意愿之间发挥中介作用。据此提出,应提升软件感知质量,优化用户使用体验;丰富软件价值功能,增强用户使用黏性;保障软件环境安全,改善用户风险感知。旨在助力在线健身行业发展。 |
| 关键词: 健身App 购买意愿 用户行为 感知质量 感知价值 感知风险 |
| DOI： |
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| 基金项目:吉林体育学院2021年研究生科研创新基金项目“商业健身俱乐部健身教练职业忠诚度影响因素研究——基于不同类型俱乐部的比较分析”(YC2021017) |
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| Research on the Influence of Fitness App Users’ Perception on Purchase Intention |
| ZHANG Mingyan,LIU Haining |
| (Jilin Sport University,Changchun 130022 ,China) |
| Abstract: |
| Using grounded theory method, taking fitness App users’ review data as samples, this paper identifies and analyzes the factors affecting the purchase intention of fitness App users, and constructs a model of the influence of user perception on purchase intention under online fitness scenarios. Ten main categories such as system quality, service quality, functional value, emotional value and social value are extracted from 26 categories such as function setting, software operation and interface design. The relationship between various factors in the model is further verified by the typical relationship structure. Finally, it is concluded that the purchase intention of fitness App users is affected by perceived quality, perceived value and perceived risk, and it is found that perceived value and perceived risk play an intermediary role between perceived quality and purchase intention. Accordingly, in order to help the development of online fitness industry, it is proposed to improve the quality of software perception, optimize user experience, rich software value functions, improve user stickiness, ensure software environment security and improve user risk perception. |
| Key words: fitness App purchase intention users ’ behavior perceived quality perceived value perceived risk |
