ABSTRACT

Fitness application service providers are offering rewards, such as points to users as incentives for service use. However, it is questionable whether this reward offering is an effective measure for persuading consumers to use fitness applications continuously. This study examines how reward affects continued use of fitness applications. An online survey was conducted on 268 people who actually used the fitness application. Respondents were divided into two groups at random, an extrinsic reward group and a non-extrinsic reward group, to check the effects of the rewards. Structural equation modeling was used for data analysis. Factors influencing a user’s continuous intention to use fitness applications will vary depending on whether rewards are provided. For the extrinsic reward group, perceived enjoyment and perceived privacy protection were significant variables to continue use of a fitness application. However, for the non-extrinsic reward group, monetary value was a significant variable. For continuous use of a fitness application, if rewards are provided, it is necessary to emphasize intrinsic factors such as fun rather than extrinsic factors such as savings and cost. On the other hand, without rewards, it is necessary to highlight extrinsic factors rather than intrinsic factors.

摘要

健身应用服务提供商正在提供奖励，例如向用户提供积分作为服务使用的奖励。然而，这种奖励是否是说服消费者持续使用健身应用程序的有效措施值得怀疑。本研究探讨了奖励如何影响健身应用程序的持续使用。对 268 名实际使用健身应用程序的人进行了在线调查。受访者被随机分为两组，一个是外在奖励组，一个是非外在奖励组，以检查奖励的效果。结构方程模型用于数据分析。影响用户持续使用健身应用的意愿的因素会因是否提供奖励而异。对于外在奖励组，感知享受和感知隐私保护是继续使用健身应用程序的重要变量。然而，对于非外在奖励组，货币价值是一个重要变量。对于健身应用的持续使用，如果提供奖励，则需要强调乐趣等内在因素，而不是节省和成本等外在因素。另一方面，在没有奖励的情况下，有必要突出外在因素而不是内在因素。