涉入度调节的交易成本模型:运动健身APP用户的参与意愿研究  

Transaction Cost Model of Involvement Adjustment: Research on Participation Willingness of Fitness APP Users

作　　者：蔡捷[1] 孙晋海[1] CAI Jie;SUN Jinhai(College of Physical Education,Shandong University,Jinan 250061,China)

机构地区：[1]山东大学体育学院,济南250061

出　　处：《体育与科学》2020年第3期86-93,109,共9页Sports & Science

基　　金：2017年度山东省社会科学规划研究项目“山东省智慧健身产业发展战略研究”,项目号:17DTYJ05;2018年度山东大学人文社会科学重大项目“智慧体育产业生态化建设及发展路径研究”,项目号:18RWZD13。

摘　　要：基于交易成本理论视角建立搜寻成本、支付成本、风险成本和评价成本四个维度,设定影响用户参与运动健身APP意愿的理论模型,并将高/低涉入度作为调节变量引入该模型。以运动健身APP用户为取样对象的实证结果显示:按照路径系数大小来看,支付成本、搜寻成本、评价成本和风险成本依次对参与意愿有显著影响,高/低涉入度在其中具有显著的调节效应。低涉入度用户的交易成本对参与意愿的路径系数更大。建议:通过提高产品和服务质量、优化流程设计、制定完善的安全措施、建立与用户交流的渠道等手段来吸引用户选择和参与。此外,对于高/低涉入度的用户要区分对待,设计出匹配其心理特点的用户界面和活动策略。From the perspective of transaction cost theory,this paper establishes four dimensions:search cost,payment cost,risk cost and evaluation cost,establishes a theoretical model affecting users’willingness to participate in fitness APP,and introduces high/low involvement degree as a moderating variable into the model.The empirical results of the sample of APP users show that according to the size of path coefficient,payment cost,search cost,evaluation cost and risk cost have a significant impact on participation intention in turn,and high/low involvement has a significant moderating effect.The path coefficients of transaction cost and participation intention of low-involvement users are larger.Suggestions:Attract users’choice and participation by improving product and service quality,optimizing process design,formulating safety measures,and establishing channels of communication with users.In addition,users with high or low involvement should be treated differently,and user interface and activity strategy matching their psychological characteristics should be designed.

关 键 词：运动健身APP 交易成本 涉入度 参与意愿 

分 类 号：G80-05[文化科学—运动人体科学]