技术接受模型下运动数据感知价值对健身课程体验与课程重购意愿的影响研究  

Research on the Influence of Perceived Value of Sports Data on Fitness Course Experience and Repurchase Intention Based on TAM

作　　者：彭文军 PENG Wen-jun(Department of Physical Education Management,Anhui Sports Vocational and Technical College,Hefei 230051,China)

机构地区：[1]安徽体育运动职业技术学院体育教育管理系,安徽合肥230051

出　　处：《遵义师范学院学报》2023年第1期152-155,160,共5页Journal of Zunyi Normal University

基　　金：安徽省高等学校自然科学重点课题“社交网络视角下基于数据挖掘技术的体育消费研究”(KJ2019A1079)。

摘　　要：随着信息技术和智能装备在体育领域的应用,运动数据已在居民体育运动中扮演重要角色,商业健身课程中的运动数据感知如何影响课程体验和课程重购意愿值得关注。以技术接受模型为基础,采用结构方程模型研究运动数据感知价值对课程体验和课程重购意愿的影响。结果表明,运动数据感知易用性能够正向影响运动数据感知有用性;运动数据感知易用性和运动数据感知有用性均能正向影响课程体验;运动数据感知有用性能直接正向影响课程重购意愿,也能通过课程体验间接正向影响课程重购意愿,且直接影响效应大于通过课程体验的间接影响效应。With the application of information technology and intelligent equipment in the field of sports, sports data has played an important role in residents’ sports. How the perception of sports data in commercial fitness courses affects the course experience and course repurchase intention is worthy of attention. Based on the Technology Acceptance Model(TAM), this paper uses structural equation model to study the impact of perceived value of sports data on course experience and course repurchase intention. The results show that the perceived ease of use of sports data can positively affect the perceived usefulness of sports data. The perceived ease of use of sports data and the perceived usefulness of sports data can positively affect the course experience. The perceived usefulness of sports data has a direct positive effect on course repurchase intention, and can also have an indirect positive effect on course repurchase intention through course experience, and the direct effect is greater than the indirect effect.

关 键 词：技术接受模型 运动数据 顾客价值 课程体验 重购意愿 

分 类 号：G80-05[文化科学—运动人体科学]