Research On Influencing Factors Of College Students’ Intention To Repurchase Sports Fitness App Based On Explanatory Structure Model

In the past decade,China’s national fitness industry has made brilliant achievements,and national fitness has become a national strategy,with the level of national participation continuously increasing.In the report of the 20 th National Congress of the Communist Party of China,it was pointed out that we should accelerate the construction of a strong sports country,adhere to the comprehensive development of mass sports and competitive sports,and pay sufficient attention to the work of sports.Nowadays,Internet technology has penetrated into various fields of social development.With the release of favorable documents such as "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption",the sports industry has gradually moved towards marketization and ushered in new development opportunities.Various sports and fitness app software have emerged as the times require.Customer consumption is the foundation of enterprise survival,and users’ attitudes towards sports and fitness apps directly affect their consumption decisions.College students are the main group using mobile internet,and intelligent products have become a necessary product for college students.Sports and fitness apps are also favored by college students.During the period of higher education,as a transitional period from school to society,it has always been a matter of concern for college students how to face the pressure of social structure with a good physical and mental health condition,and sports is one of the most effective methods to solve the problem.Therefore,it is of great significance to study the factors affecting the repurchase intention of college students’ sports and fitness apps.In this paper,through reading a large number of literature materials,based on the technology acceptance model and customer satisfaction theory,the initial index of influencing factors of college students’ intention to repurchase sports fitness apps was established.Secondly,combined with the characteristics of sports fitness App software,exploratory factor analysis was conducted by using questionnaire survey method to establish the index system of influencing factors of college students’ repurchase intention of sports fitness App.5 first-level indicators and 14 second-level indicators were set respectively.Finally,in order to understand the duality of influencing factors more directly,the explanatory structure model is used to divide it into four levels from bottom to top,and the explanatory structure model of influencing factors of repurchase intention of sports and fitness apps of college students is constructed,and then the analysis is carried out and the corresponding suggestions are put forward.Through the analysis of the model results,it is shown that the fourth level mainly affects college students’ repurchase intention of sports and fitness apps from the social level,and the social level influences the re-purchase behavior throughout.The third level mainly affects college students’ repurchase intention of sports and fitness apps from the level of consumption process.The second level mainly affects college students’ willingness to repurchase sports and fitness apps from the level of sports and fitness apps.The first level mainly affects college students’ intention to repurchase sports fitness apps from the individual level,which is also the most direct influence.Based on this,the study puts forward countermeasures and suggestions for the social level,the consumption process level,the sports fitness App level and the college student user level: social consciousness affects people’s behavior to some extent,and schools should strengthen the health education of college students.Society should give full play to the advantages of the age of integrated media to spread health awareness.In the process of consumption,college students’ sense of experience in the process of use will have an impact on their satisfaction.Therefore,from the five aspects of attracting attention,generating interest,cultivating desire,forming memory and promoting action,users will be impressed to strengthen their loyalty to sports fitness apps.Sports and fitness apps should identify user groups and push them accurately;Focus on core business,all aspects of optimization and upgrading.College students should develop sports interests and hobbies,insist on physical exercise,and cultivate lifelong sports consciousness.