The Study Of Uses And Gratification On Sports APP

Sports has become a benchmark for people's healthy lifestyle,all kinds of sports APP like mushrooming.Sports APP reduces the movement threshold,it changes the past people "go to the gym" "find private coach" situation,opens the "sports + social" wave,and receives dissemination of academic attention.On the basis of combing the concept and development status,classification and dissemination characteristics of Sports APP,this paper concludes that the social attribute is the commonality of Sports APP.Therefore,the paper takes the largest sports social application – GuDong as the research object,and uses the method of Uses and Gratification Theory and adopts the method of empirical research.The author combined with the practice of the use of GuDong for 10 months,the depth of interviews with six GuDong users and the survey of 255 users' usage,and conducts the data demonstration and analysis.Based on the hypothesis,this study examines its reliability and validity,and through the factor analysis to sort out the three motives of the users,respectively,"self-presentation motive" "social interaction motive" "perception of easy to use motives ";Through the T test and single factor variance to verify the user attributes,the use of behavior and the use of motivation,to meet the relevance;explore the use of motivation and satisfaction of the linear correlation,the final verification of research assumptions,set up the use of motivation and satisfaction model.First of all,the user attributes affect the user's easy to use motivations for the use of behavior,the use of behavior on the user's social motivation,self-motivation have a significant positive impact;Second,the user attributes,the use of behavior to the user's perception of easy to use,self-satisfaction have a direct impact.Finally,the social interaction motive has the greatest impact on customer satisfaction.On the basis of this,this paper puts forward the strategy of the communication of GuDong,and puts forward the "guidance and transformation" which will continue to be "strengthened" and "unsatisfied".Second,deepen the "circle" needs,enhance the interaction of enthusiasm;Third,pay attention to the user experience,improve the authority of knowledge.Finally,according to the above arguments and analysis of the GuDong,points out that the existing personal privacy and security,improper advertising and other issues,and put forward the "tripartite cooperation,regulatory security","data analysis,personalized push" and other countermeasures.This study,as an exploratory study,can serve as an attempt and a start to the study of Sports APP.