Research On The Influencing Factors Of College Students' Willingness To Use Sports APP In Shandong Province

The number of sports APP users has proliferated,and their willingness to use is closely related to the education,sharing and guidance of sports behaviors.It is of great significance to study the willingness of sports APP users to continue to use.The purpose of this paper is to study the influencing factors of the willingness to use sports APP in Shandong Province,and to explore and verify the relationship and intensity of each influencing factor.This paper summarizes the literature through literature research,explores the factors affecting the willingness of college students to use sports APP,proposes theoretical research hypotheses,and attempts to construct theoretical models of research.Then,using the method of questionnaire survey,9 universities in Shandong Province were selected by random sampling to obtain 308 valid questionnaires,and SPSS20.0 and AMOS20.0 were used to analyze the data to verify the theoretical model proposed in this study..In the study of the willingness to use the sports APP students,the results show:(1)The five-factor structural model of this study is well fitted.The chi-square degree of freedom ratio is 2.006<3,the RMR value is 0.029<0.08,and the GFI,NFI,IFI,CFI,and TLI values are all greater than 0.9,achieving a good fitting level.(2)The direct path impact coefficients of perceived service quality on perceived usefulness,satisfaction and willingness to use are 0.38,0.43,and 0.34,respectively;(3)Satisfaction plays an important intermediary role in the effect of expectation confirmation,perceived usefulness and perceived service quality on the willingness to continue to use.The mediation effect rates are 0.51,0.25,and 0.45,respectively.(4)Perceived usefulness plays an important intermediary role in the effect of expectation confirmation and perceived service quality on the willingness to continue to use.The median effect rate is 0.37 and 0.39 respectively.(5)Perceived usefulness plays an important intermediary role in the image of satisfaction and perceived service quality in satisfaction,the mediating effect rate is 0.20;(6)Perceived usefulness and satisfaction jointly mediate the impact of perceived service quality and expected recognition on the willingness to continue to use.The combined mediating effects are 0.57 and 0.99,respectively.Based on the verification and discussion of the model,the following conclusions are drawn:(1)There are four factors influencing the willingness to continue to use sports APP students in this study,namely perceived service quality,perceived usefulness,satisfaction and expectation confirmation;the factors directly affecting the willingness to use are perceived services.Quality,satisfaction and perceived usefulness;(2)The five hypotheses of the expectation confirmation theory have been verified in this study,and it is expected that the validation model is applicable to the user's willingness to use in the field of sports APP;(3)Expectation of recognition and perceived service quality can have an indirect impact on perceived willingness through perceived usefulness and satisfaction;(4)In this study,perceived usefulness and satisfaction jointly mediate the impact of perceived service quality and expected recognition on the willingness to continue to use,and the combined mediating effect is greater than the direct impact effect on the willingness to continue to use.