Research On The Influence Of Perceived Value On Fitness App Users’ Purchase Intention

Taking perceived value as the start of the research,using the online comments of the top three fitness apps as the materials for the Grounded Theory,there are six categories of system quality,functional value and purchase intention are extracted from 19 concepts such as software function setting,software function setting and data accuracy.The relationship between various factors in the model is further verified through the typical relationship structure,and the purchase intention of fitness App users is finally determined to be affected by the quality and perceived value of the platform.On this basis,with the help of the research framework of S-O-R theory,the influence model of fitness App users’ purchase intention was proposed,and the structural equation model was used to test the influence mechanism of perceived value on purchase intention.A total of 488 questionnaires were sent out and 443 valid questionnaires were collected.Mathematical statistics were used to analyze the questionnaire data.The hypothesis test results showed that: In the usage scenarios of fitness apps,platform quality has a positive impact on functional value,emotional value,and social value.Platform quality influences purchase intention by completely mediating emotional value and social value,while functional value,emotional value and social value all affect purchase intention to varying degrees.The results show that function value is not the most important factors for the fitness users’ perceived value any longer.Apart from software functions,users’ focus is gradually shifting to emotional and social needs,which have even more impact on purchase intention than functional value.Therefore,the following suggestions are proposed:(1)Optimize software configuration to improve interactive experience.(2)Innovate functional design to create practical and easy-to-use courses.(3)Strengthen community marketing and establish long-term reciprocity mechanism.(4)Innovate sports mode to stimulate users’ interest.(5)Tracking user perceived value and implementing classified marketing.