Research On Factors Influencing The Purchase Intention Of Users Of Fitness APP Machines

With the development of society,the background of "Internet + sports" provides conditions for the survival and development of fitness apps,and then the wave of national fitness pushes them into the life of the public.Statistics show that as of February 2021,the number of online "cloud sports" users has reached 780 million,and the number of sports professionals using vertical professional fitness apps is close to 60 million.In the process of the continuous upgrading of China’s consumption structure,consumers pay more attention to the use and consumption experience,and their demands for commodities and services show a trend of diversification and quality.In the fierce market competition,sports and fitness APP platforms show their talents by launching featured services,enriching platform functions,establishing their own brand characteristics,and attracting more users to choose themselves in order to occupy a place in the market.However,users do not seem to buy paid value-added services,and the purchase rate of fitness apps is not high.Some data show that,as one of the paid services,the purchase rate of members of fitness apps is less than 1%.In order to promote the high-quality development of sports and fitness apps and better meet users’ fitness needs,this paper focuses on the factors influencing users’ purchase intention of paid services,hoping to provide reasonable suggestions for sports and fitness apps.Articles about sports fitness first APP and purchase intention of the related research and summary,and on this basis,based on the UTAUT model,choose performance expectations,social influence,and perceived cost as front variable,and introducing the regulation of consumption experience as a variable,so as to set up a research model of this paper and research hypothesis is given.The development of the scale refers to the mature scale of previous studies,and then combines the specific research characteristics of this paper to design the scale to ensure that it meets the needs of this study.On the one hand,it is convenient to collect and sort out data;on the other hand,it can break the geographical limitations and expand the scope of questionnaire collection.SPSS and AMOS26.0 software were used to process the questionnaire data,including reliability and validity test,descriptive statistical analysis and hypothesis test,so as to obtain the results of empirical research.Through empirical analysis,this paper draws the following conclusions :（1）performance expectation,social impact and perceived cost all positively affect the purchase intention of users of sports and fitness APP;（2）For the paid service of sports and fitness APP,performance expectation has a greater impact on the purchase intention of the group without consumption experience.（3）Consumption experience has no moderating effect on the relationship between social influence and purchase intention,perceived cost and purchase intention.According to the conclusion,this paper puts forward the following suggestions for sports and fitness APP: First,enrich the resources and content of paid service;Second,strengthen the social influence and publicity of sports and fitness apps;Third,set reasonable prices;Fourth,develop differentiated marketing strategies.