Research On Sustainable Use Intention And Influence Mechanism Of Sports Dance Mobile APP Based On TAM-ECM Model

With the development of mobile Internet,people apply smartphones to access the Internet in a more popular form^[1];the outbreak of the new crown pneumonia epidemic in 2020 has also brought opportunities to the online education industry,and most companies are providing products or services to consumer users by developing APPs,and the same is true for the sports dance industry.However,in a competitive market with a wide variety of mobile APPs and strong interchangeability,it is especially important to increase the stickiness of users and make them retain and continue to use the APP.And very few scholars are involved in the field of dance application operation and promotion construction,and there is less research literature on the willingness to keep using sports dance APPs.Therefore,through literature and empirical research,this paper combines expectation confirmation theory and technology acceptance model,and newly introduces five variables of perceived entertainment,perceived trust,perceived cost,user habits,and subjective norms to study the factors influencing users’willingness to consistently use the sports dance app.The results showed that:perceived ease of use and expectation confirmation degree positively and significantly influenced perceived usefulness;expectation confirmation degree,perceived ease of use,perceived usefulness,perceived trust,and perceived entertainment positively and significantly influenced users’satisfaction;perceived ease of use,perceived usefulness,satisfaction,perceived entertainment,perceived cost,and subjective norm positively and significantly influenced users’intention to continue using;perceived trust and user habits had no significant influence on Perceived trust and user habits have no significant effect on the intention to continue to use;perceived usefulness,satisfaction and intention to continue to use play a mediating role.Based on the findings,this paper proposes corresponding management measures and suggestions for sports dance APP developers and operators to promote APP users’continuous use,aiming to better promote the development of sports dance business and mobile APP.