A Study On The Factors Influencing Users’ Willingness To Continue Using "Online Fitness" In The Post-COVID-19 Era

Objective: The epidemic has driven the development of online fitness,but the end of the epidemic has allowed the offline fitness market to recover and online fitness has been impacted by the market,resulting in low user retention and limited development.In order to better promote the high-quality development of the online fitness industry and to improve users’ willingness to continue using it,the factors influencing users’ willingness to participate in the continued use of online fitness were studied at the level of information technology use and at the level of users’ internal psychological motivation.Methodology: Through literature,questionnaire and mathematical statistics,we used online fitness users in Chengdu as the research object,selected the technology acceptance model and use and satisfaction theory as the theoretical basis,established a research model with seven variables,including perceived usefulness,perceived ease of use,use motivation(information need motivation,social need motivation and entertainment need motivation),satisfaction and intention to continue using,and put forward 11 The research model was based on seven variables:perceived usefulness,perceived ease of use,motivation to use(information need motivation,social need motivation,entertainment need motivation,satisfaction motivation,and intention to continue using),11 hypotheses,and a questionnaire on factors influencing online fitness users’ intention to continue using.Results:(1)Perceived usefulness,perceived ease of use and motivation to use all had a positive effect on users’ satisfaction(P<0.05);(2)Among the factors influencing the intention to continue to use,perceived usefulness,perceived ease of use,social needs motivation and satisfaction had a positive and significant effect(P<0.05);(3)The model test found that information needs motivation and entertainment needs motivation did not have a significant effect on the intention to continue to use(P<0.05).(3)The model test revealed that the effects of information need motivation and entertainment need motivation on intention to use were not significant(p>0.05),so the relevant hypothesis was not valid.Perceived usefulness,perceived ease of use,and social motivation are important factors influencing users’ satisfaction and intention to continue to use.Therefore,there is a mediating effect of the two variables on the intention to continue using.Recommendations: In this paper,we propose suggestions for improving users’ intention to continue to use the online fitness programme from the perspectives of enhancing users’ perceptual experience,strengthening their intrinsic psychological motivation for information and entertainment needs,and reforming and innovating around social needs,as well as providing a reference for the popularisation and promotion of online fitness.