Study On The Influence Mechanism Of Athletes’ Willingness To Continue Exercising In Different Fitness Venues

At present,people around the world are deeply affected by "noncommunicable diseases",and a large number of epidemiological investigations confirm that lack of exercise is one of the important causes of these diseases.With the advancement of modern medical level and the gradual enhancement of people’s health awareness,people have found that long-term maintenance of appropriate intensity of fitness behavior has significant results in improving sub-health and maintaining physical health.The living standards of contemporary residents have been continuously improved,and the people have begun to reflect a strong awareness of fitness and fitness consciousness.However,due to the constraints of time energy and space,people cannot achieve a strong willingness to continue fitness behavior.At present,China’s research on the willingness of continuous fitness behavior mainly focuses on the direction of continuous use of athletes in online fitness venues,and the research on the willingness of athletes in offline fitness venues to continue use is relatively insufficient.Based on this,this study starts from the online and offline fitness venues,explores the influence mechanism of athletes’ willingness to continue fitness behavior in different fields,adopts a mixed research method of qualitative and quantitative,that is,using grounded theory to explore the influencing factors of athletes’ willingness to continue fitness behavior in different fields,and then using regression analysis to test the relationship between the influencing factors of athletes’ willingness to continue fitness behavior in different fields.Furthermore,the influence mechanism of the willingness of athletes in different fields to continue fitness behavior is revealed,and a theoretical reference is provided for how to improve the willingness of athletes in different fields to continue fitness behavior.This study concluded that(1)the influencing factors of exercisers’ willingness to continue fitness behavior in different fields mainly included service experience,self-efficacy,user satisfaction,environmental stimulation and health needs;(2)Health demand has a significant positive impact on the willingness of continuous fitness behavior,self-efficacy has a significant positive impact on the willingness of continuous fitness behavior,environmental stimulation has a significant positive impact on the willingness of continuous fitness behavior,user satisfaction has a significant positive impact on the willingness of continuous fitness behavior,service experience has a significant positive impact on the willingness of continuous fitness behavior,and self-efficacy,environmental stimulation and service experience have a significant positive impact on user satisfaction.(3)After the introduction of self-efficacy variables,self-efficacy played a partial mediating effect between user satisfaction and willingness to continue use.After introducing the health demand variable,it is found that health demand plays a partial mediating role between user satisfaction and willingness to continue use.After introducing the environmental stimulus variable,it was found that the environmental stimulus played a partial mediating effect between user satisfaction and continuous use intention,and after introducing the service experience variable,it was found that the service experience played a partial mediating role between user satisfaction and continuous use intention.In order to enhance the willingness of athletes in different venues to continue fitness behavior,promote the high-quality development of online and offline fitness venues.Based on the above conclusions,this study makes the following recommendations:(1)optimize fitness publicity and enhance fitness awareness;(2)Improve service quality and optimize service experience;(3)Online and offline linkage to expand fitness channels.