【摘要】：移動(dòng)互聯(lián)網(wǎng)絡(luò)的發(fā)展和健康意識(shí)的覺(jué)醒,催生了互聯(lián)網(wǎng)健康醫(yī)療產(chǎn)業(yè)的發(fā)展和壯大。運(yùn)動(dòng)類APP的迅速發(fā)展也促進(jìn)了受眾健康運(yùn)動(dòng)的開(kāi)展和普及,本文選取大學(xué)生群體,探討運(yùn)動(dòng)類APP使用的影響因素和作用機(jī)制,為今后此類APP的發(fā)展和大學(xué)生健康素養(yǎng)的提升提供借鑒和參考。運(yùn)用文獻(xiàn)資料法、訪談法、問(wèn)卷調(diào)查法等方法,在計(jì)劃行為理論視角下,結(jié)合使用與滿足理論,探析大學(xué)生運(yùn)動(dòng)類APP使用意向影響因素,分析態(tài)度易得性、態(tài)度明確性、“重要的他者”、自我身份的認(rèn)同、知覺(jué)控制和自我效能等變量與使用意向的關(guān)系,建立理論模型,并進(jìn)行實(shí)證研究。得出結(jié)論:內(nèi)容需求動(dòng)機(jī)對(duì)大學(xué)生運(yùn)動(dòng)類APP的使用意向影響最大,其他動(dòng)機(jī)對(duì)使用意向的影響程度,從高到低依次是:信息需求動(dòng)機(jī)、社交需求動(dòng)機(jī)和休閑娛樂(lè)需求動(dòng)機(jī)。態(tài)度易得性、態(tài)度明確性、“重要的他者”、自我身份的認(rèn)同和自我效能均正向影響運(yùn)動(dòng)類APP的使用意向。通過(guò)研究國(guó)內(nèi)外有關(guān)APP和運(yùn)動(dòng)類APP的文獻(xiàn),尋找研究對(duì)象和創(chuàng)新之處,探討如何加強(qiáng)運(yùn)動(dòng)類APP的標(biāo)識(shí)性和穩(wěn)定的用戶群體。具體分為以下五步:一、在“互聯(lián)網(wǎng)+”時(shí)代背景,對(duì)運(yùn)動(dòng)類APP的發(fā)展?fàn)顩r進(jìn)行全景式的概述,根據(jù)計(jì)劃行為理論和使用與滿足理論,確定研究對(duì)象和研究問(wèn)題,初步提出研究假設(shè)。二、采訪來(lái)自河南省內(nèi)鄭州大學(xué)、河南師范大學(xué)、河南大學(xué)、河南警察學(xué)院等不同專業(yè)的大學(xué)生共十名,主要訪問(wèn)其使用運(yùn)動(dòng)類APP的原因和對(duì)此類APP改進(jìn)提升的意見(jiàn),初步驗(yàn)證研究假設(shè),補(bǔ)充完善調(diào)查問(wèn)卷。三、開(kāi)展《大學(xué)生運(yùn)動(dòng)類APP使用意向》的問(wèn)卷調(diào)查,進(jìn)行量化研究,通過(guò)數(shù)據(jù)描述、相關(guān)分析等,進(jìn)一步梳理動(dòng)機(jī)、態(tài)度、主觀規(guī)范和知覺(jué)行為控制與使用意向的關(guān)系,并找出對(duì)用戶使用運(yùn)動(dòng)類APP影響較大的因素。四、分析大學(xué)生運(yùn)動(dòng)類APP使用意向調(diào)查的研究結(jié)果,根據(jù)研究假設(shè)總結(jié)研究結(jié)論,重點(diǎn)闡述動(dòng)機(jī)、“重要他者”和知覺(jué)控制與使用意向的關(guān)系。五、根據(jù)研究結(jié)論,提出三條對(duì)策建議,增強(qiáng)交互性設(shè)計(jì),提高用戶粘性;強(qiáng)調(diào)“重要他者”,注重口碑營(yíng)銷;深耕運(yùn)動(dòng)垂直領(lǐng)域,利用O2O發(fā)掘用戶價(jià)值,為運(yùn)動(dòng)類APP今后的營(yíng)銷與推廣和大學(xué)生健康素質(zhì)的提高提供一些有價(jià)值的參考。
[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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G812.4

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