Research On The Impact Factors Of Coustomers’ Membership Purcharse Intention Of Sports Fitness App

Due to the invasion of the COVID-19,the offline fitness and outdoor sports were forced to stop,and "Home Cloud Fitness" has become a way of sports and fitness that people are eager to imitate.The functions provided by sports and fitness apps,such as online fitness courses,live fitness,real-time broadcast of online events,and online private customized fitness plans,provide convenient conditions for peoples home cloud fitness,which also makes the number of active users of sports and fitness apps show.Exponential growth.With the rapid increase in the number of users of sports and fitness apps,major sports and fitness APP platforms are paying more attention to the exploration of their business models.The current business model is mostly a "Membership + Mall + Advertisement" model,but according to the financial report released by the sports fitness APP platform,the revenue from the mall and advertising accounted for 80%,while the income of members was less than 20%.At the same time,the number of users of sports and fitness apps exceeds 300 million,but its membership subscription rate is less than 1%.It can be seen that with such a large user group,the membership payment rate of sports and fitness apps is so low,indicating that the membership payment mode of sports and fitness apps is A lot of room for development.This article focuses on the research on the factors affecting the membership payment willingness of sports fitness APP users,hoping to find out the reasons for the low membership penetration rate,so as to provide better suggestions for the development of sports fitness platforms.Firstly,through reading the relevant research literature at home and abroad and combing the characteristics of the domestic mainstream sports fitness app and membership content,this paper summarizes and puts forward that the factors influencing the purchase intention of members of sports fitness app users are perceived value,perceived usefulness,perceived ease of use,perceived cost,health consciousness,subjective norms,individual payment consciousness.Then the consumption experience is introduced as a moderating variable,and the theoretical model of this study is constructed based on the theory of perceived value,and the relevant assumptions are put forward.Then,through empirical analysis to test the hypotheses,we get the following conclusions: perceived value and personal payment consciousness have a significant positive impact on purchase intention;Perceived usefulness,health consciousness and subjective norms have significant positive effects on perceived value;Perceived cost has a significant negative impact on perceived value;Perceived value plays a significant mediating role in the relationship between perceived usefulness,perceived cost,health awareness,subjective norms and purchase intention;At the same time,for the group with consumption experience,perceived value has a greater impact on the purchase intention of sports fitness app membership.Finally,according to the above conclusions,reasonable suggestions are put forward for the operation of sports fitness app platform.The research in this article not only enriches the application of perceived value theory in the field of sports fitness,but also helps to further understand the social psychological reaction of users when they make purchase decisions on sports fitness APP,and can help sports fitness APP platform better insight into users purchase psychology,grasp the factors that affect users purchase intention to achieve accurate operation.