A Study on the Influence of Continuous Purchase Intention of Users of Paid Courses of Sports App in the Perspective of Coi Framework
DOI:
https://doi.org/10.71222/9hkjbj47Keywords:
CoI framework, continuous purchase, app paid courses, ACSI model, ECM modelAbstract
The rise of online information technology has spurred the swift advancement of sports app technology in China. Due to various factors, such as the epidemic, more people are gradually opting for sports app courses. Despite the increasing number of registrants every year, the percentage of paying customers does not grow, and the retention rate of paying customers is low. The presence of a sense of community is a crucial factor that affects the effectiveness of paid sports app courses. To investigate the impact of CoI presence on the willingness to continue learning through sports app paid courses, the study utilized the ACSI model and ECM model. The research team distributed online questionnaires to the top three paid sports app user groups in China, receiving 353 valid responses. They employed structural equation modeling and mediating effect analysis to determine the structural and quantitative relationships between variables. The findings of the study reveal that the intention to continue purchasing sports app paid courses is significantly influenced by perceived quality and CoI satisfaction. Expectation confirmation, perceived quality, and perceived value significantly affect the CoI satisfaction of sports app paid courses and indirectly impact the intention to continue purchasing, with CoI satisfaction acting as the mediating variable. Additionally, expectation confirmation has a significant impact on perceived quality and perceived value. Based on these results, the study provides recommendations to foster the continuous purchase intention of users of paid sports app courses.
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