基于ECM-ISC模型的健康管理类APP用户粘性形成及强化研究

Research on the Formation Process and Intensive Mechanism of the User Stickiness for the Health Management APP Based on ECM-ISC Model

在实证调研的基础上,基于改进的ECM-ISC模型构建了健康管理类APP用户粘性形成及强化机理模型,并利用结构方程模型对研究假设进行了检验,探究了健康管理类APP用户粘性的形成过程和强化机理。研究结果表明,感知价值的分层现象在用户粘性的形成及强化过程中表现明显;用户感知风险对用户粘性的形成及强化均有显著负向影响;游戏化参与不仅直接影响强用户粘性的形成,还会通过弱用户粘性间接影响强用户粘性。那么,提升用户感知价值,降低用户感知风险以及合理利用游戏化参与,能够促进健康管理类APP用户粘性的形成与强化。

On the basis of empirical research, the mechanism model of user stickiness formation and strengthening of health management APP users is established based on the improved ECM ISC model, and the structural equation model is used to test the research hypotheses to analyze the formation process and intensive mechanism of the user stickiness for the health manage- ment APP. It also explores the formation process and intensive mechanism of the user stickiness for the health management APP. The layered phenomenon of the perceived value in the process of strengthening user stickiness is obvious; the user-per- ceived risk has an evident negative impact on the forming and strengthening of user stickiness; gamification participation can not only indirectly affect the strong user stickiness through the weak user stickiness, but also directly affect the formation of strong user stickiness. This suggests that improving the user perceived value, reducing the user perceived risk and rational utilization of gamification participation can promote formation and reinforcement of the user stickiness.