【作者】 李傲霜；

【导师】 杨晓冬；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2019， 博士

【摘要】 世界各国都比较重视公民健康,我们国家也高度重视国民健康。然而,当前我国国民健康不容乐观,因此,每个人都应该注重自己在生活中的健康行为,以提升自己的健康水平。随着移动互联网和移动技术的发展,移动应用程序(APP)得到了迅速地发展。运动健身APP是移动APP中的一类,提供了有益于用户进行健身运动的功能和服务,是辅助用户开展移动健身运动的一种非常好的方式。目前,很多用户使用运动健身APP开展健身运动。但是,与移动即时通讯APP(如微信)、移动支付APP(如支付宝)等相比,运动健身APP的使用人数还比较少,活跃度还比较低,用户还没有把移动健身运动完全融入到自己的日常生活中。这种情况不利于用户随时随地使用运动健身APP广泛地开展健身运动,也限制了运动健身APP企业的发展。因此,本研究关注移动互联网环境下,用户的运动健身APP使用行为,以提高用户健康水平,促进运动健身APP企业的发展。在理论研究中,已有研究忽视了用户在不同阶段运动健身APP的不同使用行为的研究,不能很好地解释和预测移动健身用户的使用行为。因此,本文以运动健身APP用户为研究对象,深入分析不同阶段的运动健身APP使用行为,探索运动健身APP探索使用、持续使用的影响机制,并探究持续使用过程中常规使用和革新使用的作用机理,从而更好地理解运动健身APP的用户行为。本研究以健康目标为主线,基于目标设定理论,并分别结合现状偏差理论、自我决定理论和环境行为关系理论,对运动健身APP用户在不同阶段的使用行为进行了三个实证研究。首先,主要关注在初始接受阶段,用户对运动健身APP的探索使用,旨在探讨现状偏差影响下,惯性如何影响运动健身APP探索使用意愿,并基于目标设定理论探讨健康目标在探索使用过程中的作用。本研究引入感知需求变量,探讨惯性如何影响感知需求,进而影响用户的探索使用意愿。实证研究结果验证了,惯性负向影响运动健身APP探索使用意愿,以及惯性通过负向影响感知需求,进而,降低了运动健身APP探索使用意愿;并且,本研究还验证了,健康目标正向调节惯性和感知需求之间的关系,以及健康目标正向调节惯性和运动健身APP探索使用之间的关系,揭示了健康目标能够有效地调整现状偏差在移动健身运动中带来的影响。其次,从健康目标角度出发,主要关注用户在持续使用阶段的行为,旨在探索健康目标如何影响运动健身APP的持续使用。本研究基于目标设定理论,引入感知有用和习惯两个变量,提出健康目标通过意识、无意识、以及意识到无意识转换三种方式影响运动健身APP持续使用,并基于自我决定理论探讨内在动机在持续使用过程中的作用。实证研究结果表明,健康目标通过有意识的自我管理、无意识的习惯、以及从意识到无意识转换三种途径影响用户的运动健身APP持续使用,从而达成健康目标;并且,健康目标通过有意识的自我管理、无意识的习惯两种方式对用户的运动健身APP持续使用有更显著的影响;研究结果还表明,内在动机调节感知有用和运动健身APP持续使用之间的关系,揭示了内在动机在持续使用过程中的调节作用。最后,主要关注在运动健身APP持续使用过程中用户的常规使用和革新使用,旨在探讨健康目标和电子健康素养对运动健身APP这两种使用行为的影响。本研究识别了运动健身APP持续使用过程中存在常规使用和革新使用两种行为,基于目标设定理论探讨健康目标和电子健康素养对这两种行为的作用机理,并基于环境行为关系理论,探讨健身移动性对上述关系的调节作用。实证研究结果验证了,健康目标和电子健康素养正向显著地影响运动健身APP的常规使用和革新使用;并验证了,电子健康素养对革新使用的影响比电子健康素养对健康目标的影响更大。研究结果还验证了,健身移动性负向调节健康目标和常规使用之间的关系,以及健身移动性正向调节健康目标和革新使用之间关系,揭示了移动健身环境在运动健身APP持续过程中具有不同的调节作用。本研究以运动健身APP用户为研究对象,对不同阶段的运动健身APP的使用行为进行深入、系统化的研究。在理论上,研究成果弥补了在移动互联网情景下,对运动健身APP使用行为研究的不足,为相关研究提供了新的研究视角和研究内容;研究成果丰富了健康目标、惯性、内在动机、健身移动性等在移动健身领域中的研究。在实践上,基于运动健身APP探索使用、持续使用、常规使用和革新使用的研究结果,本研究为运动健身APP企业发展运营提供了相应的建议,使企业能够根据用户在不同阶段的使用行为特点,有针对性地制定企业发展运营策略,从而促进运动健身APP企业的长远发展。更多还原

【Abstract】 China and other countries are paying increasing attention to citizens’ health.However,because the current situation in China is far from ideal,all citizens should focus on changing their behaviour to improve their health.With the development of mobile technology in the online arena,mobile applications are blooming in the market.Because fitness apps can provide useful functions and services to improve health and fitness,many people take them as a good method to take exercise.However,there are fewer users of fitness apps than of other mobile applications(e.g.,mobile instant messaging and mobile payment),and many users do not integrate mobile fitness into their everyday life.This does not help users to engage in mobile fitness anytime and anywhere and also limits the development of fitness app enterprises.Therefore the aim of this study is to focus on the usage behavior of fitness apps in the mobile Internet context to improve the user’s health and to promote fitness app providers’ sustainability.In the literature,little attention has been paid to the different uses of fitness apps at the different stages with a view to explaining and predicting the behaviour of their users.Thus the aim here is to address this gap by investigating the influential mechanisms of these apps,including the exploratory and continuance use,as well as the mechanisms of different behaviors at the continuance use stage to provide insights into the behavior of users.This study will conduct three empirical research based on goal-setting theory,status quo bias theory,self-determination theory,and environmental behavior relationship theory from the perspective of health goals.First,this study will focus on the exploratory behaviour of fitness apps to investigate how inertia influences the intention to explore these apps based on status quo bias theory,while investigating the moderating effect of health goals in the exploratory behaviour based on goal-setting theory.In this study,perceived need will be introduced as a mediator to explore how inertia influences perceived need and,in turn,how perceived need influences the intention to explore the apps.The results show that inertia negatively affects both the intention to explore the apps and the perceived need,and in turn,perceived need decreases the intention to explore the apps.The results also indicate that health goals moderate the relationship between inertia and perceived need,as well as the relationship between inertia and the intention to explore the apps,revealing that health goals can adjust the effect of the status quo bias on users’ behaviour or cognition during mobile fitness.Second,this study will focus on user behaviour of continuance use of fitness apps to explore how health goals influence the continuance use based on goal-setting theory,while exploring the moderating effect of intrinsic motivation in the continuance use behaviour based on self-determination theory.This study will introduce perceived usefulness and habit as mediators to form three mediating paths.The results show that health goals influence continuance use through three means(conscious,unconscious,and conscious-unconscious transferring means)to achieve them and that both the conscious self-regulation and unconscious habit can significantly influence continuance use.The results also verify that intrinsic motivation moderates the relationship between perceived usefulness and continuance use,revealing the moderating role of intrinsic motivation in mobile fitness.Finally,this study will focus on routine use and innovation of fitness apps at the continuance use stage to identify that there are two behaviours—routine use and innovation use—at the continuance use stage.This study investigates the mechanism of health goals and e-health literacy on these behaviours based on goal-setting theory,while exploring the moderating effect of fitness mobility based on environmental behavior relationship theory.The results show that health goals and e-health literacy significantly influence these two uses and that the influence of e-health literacy on innovation use is more significant than on health goals.The results also verify that fitness mobility negatively moderates the relationship between health goals and routine use and positively moderates the relationship between health goals and innovation use,revealing the boundary condition of mobile fitness during the continuance use of these apps.The goal of this study is to explore the behaviour of fitness app users at the different use stages.From the theoretical perspective,this study contributes to the literature on mobile applications by providing new research perspectives and findings.This study enriches the related research,including health goals,inertia,intrinsic motivation,and mobility,in the mobile Internet context.From the practical perspective,this study provides suggestions for the fitness app businesses based on its three empirical investigations of the apps.These firms should develop suitable strategies according to user behaviour characteristics at the different use stages to promote their long-term development.更多还原