“新冠疫情”期间,在线健身服务作为“智慧抗疫”的重要组成部分受到了业界和学界的广泛关注。为了进一步探究在线健身服务持续使用意愿的影响因素,本研究首先整合了技术接受模型(TAM)和任务-技术匹配模型(TTF),从内外部视角构建了在线健身服务持续使用意愿的影响因素模型。接着在“疫情”期间通过网络调查的方式对使用用户进行问卷调查,利用数理统计方法对模型进行了实证分析。结果表明：(1)影响用户持续使用意愿的内外部因素主要包括感知有用性、感知易用性、感知趣味性、任务特征、技术特征和任务-技术匹配度6项；(2)感知有用性、感知易用性、感知趣味性以及任务-技术匹配度对用户持续使用意愿均显著正向影响；(3)任务特征和技术特征显著正向影响任务-技术匹配度,感知易用性则显著正向影响感知有用性,而感知易用性则不显著正向影响感知趣味性。总之,本研究旨在抛砖引玉,引起在线健身服务行业对于“新冠疫情”过后如何留住用户的深度思考。

During the period of "new crown epidemic", online fitness service as an important part of "intelligent anti epidemic" has been widely concerned by the industry and academia. In order to further explore the influencing factors of online fitness service"s willingness to continue to use, this study first integrates Tam and TTF, and constructs the influencing factor model of online fitness service"s willingness to continue to use from the internal and external perspectives. Then during the period of "epidemic situation", through the way of network survey, the users were investigated by questionnaire, and the model was empirically analyzed by mathematical statistics. The results show that: (1) the internal and external factors that affect the user"s willingness to continue to use mainly include six items: perceived usefulness, perceived ease of use, perceived interest, task characteristics, technical characteristics and task technology matching degree; (2) perceived usefulness, perceived ease of use, perceived interest and task technology matching degree all have significant positive effects on the user"s willingness to continue to use; (3) task characteristics Features and technical features significantly positively affect task technology matching, while perceived ease of use significantly positively affects perceived usefulness, while perceived ease of use does not significantly positively affect perceived interest. In a word, the purpose of this study is to draw lessons from others and to arouse in-depth thinking about how to retain users after the "new crown epidemic" in the online fitness service industry.

2020年教育部人文社会科学研究一般项目：我国体育场馆智慧化转型升级的现实基础、动力机制和实践模式研究（20YJA890003）