共享健身仓用户使用意愿影响因素的实证研究  

Empirical Study On Influencing Factors of Users' Willingness to Use Shared Fitness Warehouse

作　　者：曾小青[1] 王中良 ZENG Xiao--qing;WANG Zhong--liang(School of Economics and Management,Changsha University of Science and Technology,Changsha,Hunan 410114,China)

机构地区：[1]长沙理工大学经济与管理学院,湖南长沙410114

出　　处：《长沙理工大学学报（社会科学版）》2018年第6期99-107,共9页Journal of Changsha University of Science and Technology：Social Science

基　　金：国家社会科学基金项目(13BGL063)

摘　　要：用户使用意愿的准确把握能够促进共享健身仓运营商找准市场定位、保持持续的发展动力、更好地满足用户需求。文章基于理性行为理论与用户对共享健身仓的特性感知,构建了用户共享健身仓使用意愿影响因素的框架模型;通过问卷调查,对收集的数据进行研究分析,结果表明感知便利正向影响用户的行为态度,感知风险负向影响用户的行为态度,社会影响正向影响用户的主观规范;用户的行为态度、主观规范直接正向影响其使用意愿。研究结果反映了用户共享健身仓使用意愿的影响因素,揭示了其作用机制,对共享健身仓的供应商和运营商具有一定的指导意义。The accurate grasp of the users＂ willingness can help shared fitness warehouse operators to identify the mar- ket positioning, maintain sustained development momentum, and better meet the needs of consumers. Based on the theory of reasoned action and the users＂ special perception of the shared fitness warehouse, this article constructs a framework model of influencing factors of users＂ willingness to use shared fitness warehouse. A detailed questionnaire was performed and data were analyzed by SPSS and AMOS. And the results showed that perceived convenience influ- ences positively user＇s behavior attitude of using the shared fitness warehouse. However, perceived risk negatively af fects users＂ behavior attitude, social influence influences user＇s subjective norm positively, user＇s behavior attitude and subjective norm influence their willingness to use shared fitness warehouse positively. The research results reflected the influencing factors of the user＇s willingness to use the shared fitness warehouse and reveal its mechanism of action, which has certain guiding significance for the shared fitness warehouse suppliers and operators.

关 键 词：共享健身仓 使用意愿 特性感知 行为态度 

分 类 号：F274[经济管理—企业管理]