Research On Intention Of Using Fitness APP Continuously Based On SOR Theory

Under the background of the policy support and the development of the Internet,the sports fitness APP breaks the traditional fitness mode and develops gradually in accordance with the trend of the Times.Through the mobile Internet,the sports APP has built a sports service platform for users,including real-time monitoring of exercise and sharing of sports knowledge,which has been welcomed by fitness enthusiasts and promoted the national fitness.However,the development of the sports and fitness APP has gradually exposed the problems of serious product homogeneity,low data accuracy and single service mode,resulting in low user viscosity,this will further hamper the healthy development of fitness apps.Therefore,how to improve the intention of using sports and fitness APPS is the issue of concern to enterprises.At present,the research on sports fitness apps at home and abroad mainly focuses on its development status,product features,existing problems and so on,but less on the psychological angle of the interaction between users and products,especially,the arrival of experience economy era makes consumers not only pay attention to the quality of products,but also pay more attention to the service experience when they interact with brands.Therefore,from the perspective of user’s subjective experience,that is,user experience,based on SOR theory model,this thesis constructs a structural model of the relationship among user experience,brand identity and intention to continue using,which is influenced by three variables,according to the new marketing theory,the authors divide user experience into five dimensions: Social Experience,emotional experience,content experience,easy-to-use experience and sensory experience.This thesis aims to explore the influence of various dimensions of user experience on users’ intention to continue using and the mediating role of brand identity in the influence relationship between user experience and intention to continue using.In this study,ordinary users using sports and fitness APP(such as Keep and Mia Sports)were taken as the objects of investigation.Questionnaires were distributed in stadiums,gyms and other venues to obtain research data,and reliability and validity tests and model fit analysis were conducted on the data to comprehensively understand the correlation and influence between variables.The results show that there are two ways in which the user experience of sports and fitness apps affects the intention to continue using.First,the user experience can directly promote the intention to continue using,on the other hand,the intention of sustainable use can be enhanced by indirectly enhancing the brand identity.In view of the above research conclusion,the sports fitness APP manager may enhance the user’s stickiness from the following aspects: guides the community exchange interaction,creates the sports social interaction new pattern;Accurately launch the content of adaptation services,create personalized fitness platform;add outdoor voice services,strengthen the quality of information systems;optimize the interface and navigation design,fully mobilize sensory stimulation;cultivate users’ brand identity,the formation of brand value of all-round penetration.