Research On Users' Use And Purchase Behavior Of Onlinefitness Course

With the improvement of Chinese people's living standards,fitness and weight loss have gradually become one of the hot topics discussed in the daily life of the general public.Due to the acceleration of people's living speed,the traditional gym can no longer meet the needs of all fitness and weight loss enthusiasts,Therefore,a brand-new way to lose weight has emerged as the times require.The emergence and development of online fitness and weight loss platforms has brought the benefit to people who are increasingly busy and concerned about their health and body shape.But even so,China's online fitness and weight loss platform is still in the development stage,and the design of some course pages on the platform cannot really meet the needs of users.In addition,in recent years,the issue of how to drain the fitness weight loss platform and convert its ordinary users into loyal users or paid users has attracted wide attention.This problem has gradually entered the research scope of various experts and scholars It has certain research significance.However,the relevant research has just started,so the research results in various fields are not very perfect,and there is a certain amount of research space.On these apps,there are many courses on the platform.They can be classified into non-paid courses and paid courses according to whether they are charged.Different courses face different users.Therefore,when designing courses and course pages,the platform should have different concerns.Therefore,this article puts forward the following two research questions along the line of "non-paid courses->paid courses”:Research No.l:Factors influencing users' use behavior of non-pay courses on online fitness communityResearch No.2:Factors influencing users' purchase behavior of paid courses on online fitness communityIn research No.l,this paper has collated the previous literature,and conducted an in-depth study of the online fitness and weight-loss platform-keep,to establish a model that influences the users' use behavior of non-paid courses on the platform,and put forward related assumptions.Also,the paper uses the obtained data to analyze.The multiple model used in the data analysis is the stepwise regression method,and in each step of the process,the regression method used is the robust standard error OLS method.The verification found that two interaction behaviors of the users on the platform-display interaction and support interaction,and the recommendation section on the non-paid course pages have a positive impact on the users' use of the course.However,unlike hypotheses,exploratory interactions have a significant negative impact on users' use of the course,and a possible explanation is given for this issue in the paper.The research No.2 has a certain continuity with the first research,and the research perspective has shifted from non-paid courses on the online fitness and weight loss platform to paid courses.Unlike non-paid courses,the lessons of paid courses are taught by fitness coaches.Therefore,in addition to studying the impact of various factors on the course page on users' purchasing behavior,the paper also studies the characteristics of coaches' impact on users'purchase behavior.The data of the empirical analysis of the second research still comes from the online fitness and weight loss platform-keep.Data analysis was performed in the same way as the first research.The analysis results show that the information content and information display methods of paid course pages have no significant impact on users' purchase behavior,but the online reputation of the course coach has a positive effect on the purchase behavior of platform users,The paper also gives a possible explanation for the conclusions that are inconsistent with the theoretical assumptions of the second research in this paper.The two research questions in the article have a certain degree of progress.Fitness and weight loss platforms often use non-paid courses to attract trafffic,complete the accumulation of early users,and continue to build and improve online courses.When the amount of website traffic reaches a certain level To the extent that the quality of the courses is also recognized by users,the platform can launch paid courses,using paid courses as the platform's monetization method.At the same time,users' experience of non-paid products in the early stage has cultivated satisfaction and loyalty to the platform,and it is very likely that they will become paid users.This article provides a novel perspective for the online fitness community and related research,and also improves the related research results.In addition,the research conclusion of this article can increase the non-paid course users and user stickiness on the online fitness weight loss platform.The platform paid courses The increase in sales volume provides certain practical suggestions.