Research On Influencing Factors Of Sports APP Users’ Intention To Participate In Online Marathon

The rapid development of mobile Internet has brought many changes to people’s work and life.With the combination of traditional sports and technology,online marathon came into being.Based on TAM,UTAUT,this research mainly uses UTAUT2 model to study the influencing factors of sports APP users’ intention to participate in online marathon.The purpose is to explore how the sports APP company effectively promote the online marathon and how to create an influential online marathon.The online marathon in sports APP is consistent with the national strategy of "Healthy China 2030".Participating in the online marathon can not only harvest health and cultivate good habits,but also enrich people’s spiritual and cultural life,which is conducive to social harmony.sports APP companies can also optimize the user experience by understanding the influencing factors of users’ intention to participate in online marathon events.This survey uses online and offline questionnaire.The questionnaire mainly includes user basic information and subjective intention scale.The scale includes 8variables,PU,PEU,SI,FC,HM,PV,HT,BI,with a total of 27 questions.the reliability test,normal distribution test,validity test and structural equation model verification were carried out respectively.In the pilot survey and formal survey,the reliability of sample data is tested by using the Cronbach coefficient in SPSS,and the results show that the reliability is very high.In exploratory factor analysis and confirmatory factor analysis,the sample data passed the test.AMOS is mainly used to test the fitting degree and standard path coefficient of structural equation model,and the results show that the fitting degree is high.The standard path coefficient shows that sports APP users’ intention to participate in online marathon events is positively affected by PU,PEU,SI,FC,HM,PV,HT.In the mediating effect test,bootstrapping method is used to verify that perceived usefulness plays a mediating role in the impact of perceived ease of use on sports APP users’ intention to participate in online marathon events.Therefore,it can be concluded that PU,PEU,SI,FC,HM,PV and HT all play an important role in sports APP users’ intention to participate in online marathon.The online marathon in sports APP has a broad prospect,but sports APP companies still needs to be improved and developed in the process of promoting and building an influential online marathon.When developing online marathon related functions,sports APP companies should pay attention to simple and practical operation,take users as the center in the promotion process,and pay attention to media and social network publicity.sports APP companies can create some innovative online marathon events,improve the fun of the event,reduce the cost of competition,cultivate the habit of using sports APP,let more users participate in online marathon events.