智能手环用户持续使用意愿影响因素研究:运动时间的调节作用

Research on the Influencing Factors of Users’Continuance Intention to Adopt Smart Band on Moderating Role of Users’Exercise Time

研究基于技术接受与整合理论模型(UTAUT),探讨了影响用户持续使用健康手环意愿的影响因素。通过SmartPLS统计工具对224份有效问卷进行了分析。结果表明:绩效期望、努力期望、社群影响、习惯和健康关注等因素均对智能手环的用户持续使用意愿具有显著影响;其次,用户的运动时间作为调节因素对习惯因素与用户持续使用健康手环的意愿之间起到显著的调节作用;最后,根据上述研究结果为智能手环生产商的产品研发、市场定位以及营销策略提出了可行的改善建议。

This study aims to explore the influencing factors of users’continuance intention to adopt smart band based on the UTAUT model.Totally 224 valid questionnaires were analyzed by SmartPLS.The results show that performance expectancy,effort expectancy,social influence,habits and health concern have a significant impact on users'continuance intention through totally 224 users who used smart band.Moreover,users’exercise time as a moderator has a significant moderating effect on the relationship between habit factors and users'continuance intention.Finally,according to the above research results,feasible suggestions are provided for smart band manufacturers to improve their product development,market positioning and marketing strategies.