基于计划行为理论的大学生运动类APP使用意向研究
发布时间：2018-09-12 17:29
【摘要】：移动互联网络的发展和健康意识的觉醒,催生了互联网健康医疗产业的发展和壮大。运动类APP的迅速发展也促进了受众健康运动的开展和普及,本文选取大学生群体,探讨运动类APP使用的影响因素和作用机制,为今后此类APP的发展和大学生健康素养的提升提供借鉴和参考。运用文献资料法、访谈法、问卷调查法等方法,在计划行为理论视角下,结合使用与满足理论,探析大学生运动类APP使用意向影响因素,分析态度易得性、态度明确性、“重要的他者”、自我身份的认同、知觉控制和自我效能等变量与使用意向的关系,建立理论模型,并进行实证研究。得出结论:内容需求动机对大学生运动类APP的使用意向影响最大,其他动机对使用意向的影响程度,从高到低依次是:信息需求动机、社交需求动机和休闲娱乐需求动机。态度易得性、态度明确性、“重要的他者”、自我身份的认同和自我效能均正向影响运动类APP的使用意向。通过研究国内外有关APP和运动类APP的文献,寻找研究对象和创新之处,探讨如何加强运动类APP的标识性和稳定的用户群体。具体分为以下五步:一、在“互联网+”时代背景,对运动类APP的发展状况进行全景式的概述,根据计划行为理论和使用与满足理论,确定研究对象和研究问题,初步提出研究假设。二、采访来自河南省内郑州大学、河南师范大学、河南大学、河南警察学院等不同专业的大学生共十名,主要访问其使用运动类APP的原因和对此类APP改进提升的意见,初步验证研究假设,补充完善调查问卷。三、开展《大学生运动类APP使用意向》的问卷调查,进行量化研究,通过数据描述、相关分析等,进一步梳理动机、态度、主观规范和知觉行为控制与使用意向的关系,并找出对用户使用运动类APP影响较大的因素。四、分析大学生运动类APP使用意向调查的研究结果,根据研究假设总结研究结论,重点阐述动机、“重要他者”和知觉控制与使用意向的关系。五、根据研究结论,提出三条对策建议,增强交互性设计,提高用户粘性;强调“重要他者”,注重口碑营销;深耕运动垂直领域,利用O2O发掘用户价值,为运动类APP今后的营销与推广和大学生健康素质的提高提供一些有价值的参考。
[Abstract]:The development of mobile internet and the awakening of health consciousness have given birth to the development and expansion of Internet health care industry. The rapid development of sports APP also promotes the development and popularization of audience health movement. This paper selects college students to explore the influencing factors and mechanism of sports APP use. For the future development of such APP and the promotion of college students' health literacy to provide reference and reference. By using the methods of literature, interview and questionnaire, combining the theory of use and satisfaction with the theory of planning behavior, this paper analyzes the influencing factors of college students' sports APP use intention, and analyzes the attitude is easy to obtain and the attitude is clear. The relationship between the variables of "important other", self-identity, perceptual control and self-efficacy and the intention to use is established, and an empirical study is carried out. It is concluded that the content demand motivation has the greatest influence on the sports APP use intention of college students, while the other motivation influences the use intention from high to low: information demand motivation, social demand motivation and leisure and entertainment demand motivation. Attitude is easy to get, attitude is clear, "important other", self-identity and self-efficacy all positively affect the intention of using sports APP. By studying the literature on APP and sports APP at home and abroad, this paper looks for the research object and innovation, and discusses how to strengthen the identity and stable user group of sports APP. It is divided into the following five steps: first, in the background of the "Internet" era, the development of sports APP is summarized in a panoramic way. According to the theory of planning behavior and the theory of use and satisfaction, the research objects and problems are determined. A preliminary research hypothesis is proposed. Second, interview a total of 10 college students from Zhengzhou University in Henan Province, Henan normal University, Henan Police College, etc. They mainly interviewed the reasons for their use of sports APP and their opinions on how to improve and promote this kind of APP. Initially verify the research hypothesis and supplement and perfect the questionnaire. Third, carry out the questionnaire survey of college students' sports APP use intention, carry on the quantitative research, through the data description, the correlation analysis and so on, further comb the motive, the attitude, the subjective norm and the perceptual behavior control and the use intention relations. And find out the factors that have a great influence on the user using sports class APP. Fourthly, it analyzes the research results of college students' sports APP use intention, summarizes the research conclusions according to the research hypotheses, and expounds the relationship between motivation, "important other", perceptual control and use intention. Fifthly, according to the conclusion of the research, three countermeasures and suggestions are put forward to enhance the interactive design and enhance the user stickiness; to emphasize the "important other" and pay attention to the word of mouth marketing; to explore the value of the users by using O _ 2O in the vertical field of the deep ploughing movement. To provide some valuable reference for the future marketing and promotion of sports APP and the improvement of college students' health quality.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.4
本文编号：2239734
[Abstract]:The development of mobile internet and the awakening of health consciousness have given birth to the development and expansion of Internet health care industry. The rapid development of sports APP also promotes the development and popularization of audience health movement. This paper selects college students to explore the influencing factors and mechanism of sports APP use. For the future development of such APP and the promotion of college students' health literacy to provide reference and reference. By using the methods of literature, interview and questionnaire, combining the theory of use and satisfaction with the theory of planning behavior, this paper analyzes the influencing factors of college students' sports APP use intention, and analyzes the attitude is easy to obtain and the attitude is clear. The relationship between the variables of "important other", self-identity, perceptual control and self-efficacy and the intention to use is established, and an empirical study is carried out. It is concluded that the content demand motivation has the greatest influence on the sports APP use intention of college students, while the other motivation influences the use intention from high to low: information demand motivation, social demand motivation and leisure and entertainment demand motivation. Attitude is easy to get, attitude is clear, "important other", self-identity and self-efficacy all positively affect the intention of using sports APP. By studying the literature on APP and sports APP at home and abroad, this paper looks for the research object and innovation, and discusses how to strengthen the identity and stable user group of sports APP. It is divided into the following five steps: first, in the background of the "Internet" era, the development of sports APP is summarized in a panoramic way. According to the theory of planning behavior and the theory of use and satisfaction, the research objects and problems are determined. A preliminary research hypothesis is proposed. Second, interview a total of 10 college students from Zhengzhou University in Henan Province, Henan normal University, Henan Police College, etc. They mainly interviewed the reasons for their use of sports APP and their opinions on how to improve and promote this kind of APP. Initially verify the research hypothesis and supplement and perfect the questionnaire. Third, carry out the questionnaire survey of college students' sports APP use intention, carry on the quantitative research, through the data description, the correlation analysis and so on, further comb the motive, the attitude, the subjective norm and the perceptual behavior control and the use intention relations. And find out the factors that have a great influence on the user using sports class APP. Fourthly, it analyzes the research results of college students' sports APP use intention, summarizes the research conclusions according to the research hypotheses, and expounds the relationship between motivation, "important other", perceptual control and use intention. Fifthly, according to the conclusion of the research, three countermeasures and suggestions are put forward to enhance the interactive design and enhance the user stickiness; to emphasize the "important other" and pay attention to the word of mouth marketing; to explore the value of the users by using O _ 2O in the vertical field of the deep ploughing movement. To provide some valuable reference for the future marketing and promotion of sports APP and the improvement of college students' health quality.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.4
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