基于ELM的健身类APP用户持续使用意愿研究

Research on Continuous Use Intention of Fitness APP Users Based on ELM

为顺应全民健身热潮,促进健身类APP用户持续使用意愿,更好地提高健身类APP用户留存率。本文以精细加工可能性模型为研究框架,构建健身类APP用户持续使用意愿的影响因素模型并提出10个研究假设,通过问卷调查法收集样本数据,采用线性回归分析和process方法验证假设。研究表明:性别、年龄和学历对用户持续使用意愿无影响;内容质量、绩效期望、主观规范、平台特性和来源可信性对用户持续使用意愿均有显著影响;自我效能正向调节中心路径变量对用户持续使用意愿的作用,负向调节边缘路径对用户持续使用意愿的作用。基于此,本文提出了促进健身类APP用户持续使用意愿的三种策略,即优化健身类APP社区建设、营造积极和谐的健身类APP社区氛围和提供健身类APP用户实现自我效能的途径。

In order to comply with the national fitness boom,promote the continuous use of fitness APP users,and better improve the retention rate of fitness APP users.In this paper,the fine processing possibility model is used as the research framework to build a model of the influencing factors of fitness APP users'continual use intention,and put forward 10 research hypotheses.The sample data is collected through the questionnaire survey method,and the hypothesis is verified by linear regression analysis and process method.The research shows that:Gender,age and education have no effect on users'continued use intention;content quality,performance expectations,subjective norms,platform characteristics and source credibility have significant effects on users'continued use intention;self-efficacy positively moderates the central path variable on user persistence The role of intention to use,and the effect of negative moderating marginal pathways on users'continued use intention.Based on this,this paper proposes three strategies to promote the continuous use of fitness APP users,namely optimizing the construction of fitness APP community,creating a positive and harmonious community atmosphere of fitness APP,and providing ways for fitness APP users to achieve self-efficacy.