Research On Influencing Factors Of Mobile Fitness Software Users’ Willingness To Continue Using

China is at the historical intersection of the scientific and technological revolution and the industrial revolution,and people’s lives are becoming increasingly diversified and rich.Digital technologies related to 5G Internet,big data,cloud computing and other new infrastructure are gradually integrating into people’s lives,injecting new momentum into the development of China’s fitness and leisure industry.However,the physical and mental health of Chinese residents is not optimistic,mainly manifested in the invasion of chronic diseases such as hypertension,hyperlipidemia and hyperglycemia,as well as the problems of occupational diseases to the young and middle-aged.Sports and fitness is an important way to solve such problems.The government has issued a series of policies to speed up the formation of people’s fitness habits.As an auxiliary tool,mobile fitness software has become a hot research topic in the field of national fitness.On the one hand,digital technology is not only changing people’s fitness habits,but also prompting the entire fitness market to reconstruct the operation concept and thinking mode,so as to gain competitive advantages in the future fitness market by improving users’ willingness to continue to use,users’ stickiness and loyalty.On the other hand,the rapid development of mobile fitness software during COVID-19,the online spread of fitness consultation and the enlightenment of daily fitness activities of users of mobile fitness software contribute to the high-quality development of China’s national fitness industry.This study adopts literature measurement method,questionnaire survey method,in-depth interview method and mathematical statistics method,takes mobile fitness software users as the research object,chooses expectation confirmation theory and technology acceptance model as the theoretical basis.By perceived ease of use,perceived usefulness,chang shuang experience,self-efficacy,perceived cost and perceived risk factors,satisfaction,and continuous usage of eight research model is set up,which contains 33 variables and eight research hypothesis,and design the mobile fitness software users continue to use will influence factors questionnaire,to obtain the data statistical analysis,Get the hypothesis test results.In-depth analysis of Kuaishou fitness platform,using in-depth interview method to interview 10 users who use Kuaishou sports fitness,finally draw research conclusions and suggestions.The research results mainly include: the direct influencing factors of mobile fitness software user satisfaction are perceived usefulness,free experience and perceived ease of use in descending order.The direct influencing factors of users’ intention to continue using mobile fitness software were satisfaction and perceived cost in descending order,among which perceived cost negatively affected users’ intention to continue using mobile fitness software.Through model testing,it was found that the hypotheses related to self-efficacy and perceived risk were not supported,so these two potential variables were eliminated.The actual case analysis of mobile fitness software is carried out.Taking Kuaishou Fitness as an example,six factors,including free experience,perceived usefulness,perceived ease of use,perceived cost,satisfaction and willingness to continue using mobile fitness software,will have an impact on users’ willingness to continue using mobile fitness software.Conclusion: Satisfaction and perceived cost are the intrinsic driving factors of users’ intention to continue using.High-quality user experience is the power source of mobile fitness’ s willingness to continue to use;Self-efficacy and perceived risk are not the focus of mobile fitness software users.Research suggestions: Based on comprehensive empirical analysis,suggestions for the sustainable development of mobile fitness software from the regulatory layer,the operator layer and the user layer are put forward: reduce the user cost,promote the quality and efficiency of mobile fitness software industry;Enhance user experience,develop and expand mobile fitness software functions;To meet user expectations,improve the professional and scientific mobile fitness software.