A Study Of Continuous Usage Intention Of Live Fitness Apps

Live streaming fitness is a popular online fitness method that has gained significant traction over the past three years,largely due to the impact of the epidemic.In response to the growing demand for online fitness and the need to ensure the continuous development of live streaming fitness apps,this thesis investigates the factors that influence the intention to continue using these apps.This thesis consists of two studies.Study 1 adopts a qualitative research method and conducts semi-structured interviews with 14 users to explore the factors influencing the intention to continue using live streaming fitness apps.After the interviews,the data is analyzed using grounded theory to identify the main factors that influence users ’ intention to continue using live streaming fitness apps.The results show that the intention to continue using is mainly influenced by perceived value,trust,and flow.Four interrelated factors are established to lay the foundation for future research on the specific relationships between these four factors.Study 2 of the study used an online questionnaire survey method and optimized the scale based on previous studies.A total of 332 users who participated in live streaming fitness were surveyed,and the data was analyzed.Correlation analysis revealed a significant relationship between perceived value,trust,flow,and users ’intention to continue using.Regression analysis showed that perceived value had a positive correlation with trust,flow,and users’ intention to continue using,while trust and flow also had a positive correlation with users’ intention to continue using.Finally,a mediation test was conducted,and it was found that trust and flow mediated the impact of perceived value on users’ intention to continue using.Based on the above research findings,this paper believes that users’ intention to continue using live streaming fitness apps is due to the fact that these apps provide users with a good perceived value,a strong sense of trust,and a good flow experience.Therefore,to promote users’ intention to continue using live streaming fitness apps,this study recommends that relevant companies optimize product and content design,strengthen users’ flow experience and trust,and improve users’ perceived value of live streaming fitness apps.