Research On The Influencing Factors And Promotion Strategies Of The Use Of Online Fitness Guidance Platform For Chronic Patients

ObjectivesBased on SIVA theory,this study takes Beijing urban residents as the target population to understand the special fitness needs of chronic patients and the use of online fitness guidance platform;to clarify the specific factors influencing the promotion of the platform,and to propose practical countermeasures for faster and better development of the platform,as well as to provide a reference basis for the development of similar platforms.MethodsThis paper mainly uses literature method,questionnaire method,mathematical and statistical method and other research methods.We analyzed the current situation of SIVA theory application and the macro and micro environment of online fitness guidance platform promotion for slow patients;we investigated the current situation of fitness activities and the use of online fitness guidance platform among residents in urban areas of Beijing;we compared and analyzed the fitness behavior,fitness attitude and factors influencing the use of online fitness guidance platform among slow patients and normal people;we used SPSS26.0 software to describe and analyze the factors influencing the promotion of online fitness guidance platform for slow patients.Factor analysis and linear regression analysis were used to analyze the factors influencing the promotion of online fitness guidance platform among the chronic patients.Results and conclusions1.Characteristics of online fitness guidance platform for slow patients: the utilization rate of online fitness guidance platform for slow patients is higher than that of normal people,85.4% for slow patients and 81.9% for normal people;there is a difference between the proportion of slow patients and normal people who have practiced fitness guidance obtained from the platform,80% for slow patients and 74.5% for normal people;the proportion of slow patients using online fitness guidance platform is often There is a difference between the proportion of the slow patients and the normal population who often participate in physical exercise,44.7% for the slow patients and 38.6% for the normal population;there is a difference between the access channels of the slow patients and the normal population,the access channels of the slow patients are mainly recommended by friends and netizens,accounting for 54.3% and 52.3% respectively,while the access channels of the normal population are mainly recommended by friends,accounting for 56.9%.2.Linear regression analysis revealed that there was a significant positive relationship between the four aspects of SIVA theory: solution strategy(S),information strategy(I),value strategy(V),and route strategy(A)and the usage decision of the chronic patient population,and these four factors could explain 35.2% of the variation in the usage decision,35.2% of the usage decision was influenced by the four factors: solution strategy,information strategy,value strategy,and route strategy.The four factors explained 35.2% of the variation in utilization decision,i.e.35.2% of the utilization decision was influenced by solution strategy,information strategy,value strategy,and via strategy.3.The main factors influencing the promotion of online fitness guidance platforms for chronic patient populations are:(S)Lack of fitness guidance programs specifically for slow patients;poor quality and effectiveness of fitness guidance content;low utilization rate of professional platforms such as websites and fitness APPs.(I)Offline channels and traditional media channels are not strong enough to disseminate information;the practice rate of slow patients who are recommended by net celebrities and V to obtain the platform is low;recommendation by friends is still the main way to attract slow patients to obtain information on the platform(V)high perceived cost;low perceived value.(A)The after-sales channel of fitness guidance platform is not smooth;the channel of using fitness guidance platform is not convenient.4.The main strategies for promoting the online fitness coaching platform for the chronic patient population are:(S)strengthen the health attributes of the platform;strengthen the construction of the living attributes of the professional platform;improve the quality and efficiency of the platform content.(I)increase the information dissemination of offline channels and traditional media channels;platform to keep the quality of net red and big V promotion;develop intelligent friend recommendation channels.(V)The fitness guidance platform should reduce the perceived cost;the fitness guidance platform should improve the perceived value.(A)Smooth after-sales service channels of fitness guidance platform;convenient channels of using fitness guidance platform.