User Experience Vs Keep Members Research On The Impact Of Willingness To Buy

In recent years,new changes have taken place in China’s sports development strategy,from the "big sports" strategy formulated in 2019 to the "14th Five-Year Plan" development strategy in 2021.As can be seen from this,our country attaches great importance to the development of sports industry.Sports industry has gradually become the pillar industry of health industry and new consumption,which has led to the rapid development of fitness and leisure industry.As a result of the global pandemic,people are becoming more aware of the importance of the body,the vitality of the sports market and the enthusiasm for sports consumption are constantly aroused.Regular participation in sports has become a way of life for many people.But with the new coronavirus pandemic preventing many people from working out in traditional gyms,fitness APPs have an unprecedented opportunity.The "internet + movement" is a new trend.Online fitness users are growing in the fitness market of the future,and home workouts will be the driving force behind this trend.The advent of fitness APPs has allowed people to improve their fitness and build muscle in their limited free time,transforming home health into a whole new way of being healthy,allowing people to receive expert health education while staying at home.Among the many fitness APPs,Keep has reached the top of the fitness coaching industry with excellent products and good user reviews.With the advent of the experience economy,consumers pay more attention to the experience of products and services as well as the quality."Eighty-six percent of consumers will choose better services," a worldwide Pw C survey said."Thirty-two percent of consumers say they won’t buy the company’s products and services if they don’t have a good experience.In China,87 percent of consumers say they will be influenced by experience.That means a greater concentration and market share of products with a good user experience." Thus,the importance of experience to customer consumption decisions is self-evident.From the perspective of user experience,using SOR theory,this paper establishes the relationship structure between Keep user experience,brand identity,consumer innovation and purchase intention.According to previous research,user experience is divided into sensory experience,easy-to-use experience,social experience,emotional experience and content experience.The purpose of this paper is to explore the influence of various dimensions of user experience on purchase intention,the mediating role of brand identity in the relationship between user experience and purchase intention,and the regulating role of consumer innovation in the relationship between user experience and purchase intention.In this paper,we performed regression analysis of the data using SPSS 22.0 in a Keep-typing cohort and a Keep-community questionnaire.(1)Of the five dimensions of user experience,content experience,social experience,and emotional experience have a positive impact on brand identity.(2)Brand recognition has a positive impact on members’ willingness to buy.(3)Brand identity acts as an intermediary between the user experience and a member’s willingness to buy.(4)Consumer innovation plays a moderating role in user experience and member willingness to buy relationships.(5)Of the five dimensions of user experience,sensory experience,content experience,social experience,and emotional experience have a positive impact on a member’s willingness to buy.To this end,the following suggestions are put forward for fitness APPs:optimizing interface design and navigation,and optimizing sensory stimulation using high technology.Using big data to create personalized,diverse,high-quality fitness content that effectively combines "content king" with "user first," making friends with users through more advanced technology,richer content,and superior services.Providing a better content experience that meets the fitness needs of different populations.Make Keep a more attractive social platform for sports.Through the introduction of fitness talents,stimulate the enthusiasm of users,promote active participation and enhance user interaction.Reinforce the online and offline two-way linkage.Combine online services(venue information,coaching information,sports records,online socialization,e-commerce,vertical communities,etc.)with offline fitness activities.Focus on the emotional connection with users,actively mobilize user participation sense,foster user sense of belonging.Through the game design to stimulate their exercise motivation and interest,develop user habits,through interaction to increase user stickiness.Cultivate users’ brand identity and enhance interaction with users.Improve the user’s awareness of the product,let the product and brand resonate with the user,so as to enhance brand value and enhance user stickiness.Lead and utilize consumer innovation and design targeted marketing schemes for different user characteristics.