Sports App User Behavior Analysis: Participation Motivation, Satisfaction, and Loyalty

Abstract

With the development of information technology, high-speed transmission of electronic information resources, and explosive growth of information data, traditional data processing cannot meet the development of the times. With the arrival of the digital age, massive virtual numbers are deeply analyzed to turn the data into understandable information. As a product of the information age, sports app is widely used. With the increase of sports apps, the development of sports apps also has a bottleneck. In this paper, the survey data of sports app users are analyzed and processed by Excel 2016 and SPSS 23.0: (1) descriptive statistics of the research objects through technical statistical analysis; (2) testing the validity and credibility of the data through exploratory factor analysis and confirmatory factor analysis; (3) analysis of variance performed by independent sample t-test, one-way ANOVA, and Duncan’s test; (4) analyzing the correlation between factors through correlation analysis; (5) analyzing the influence among factors through multiple regression analysis. The results show that, through variance analysis, sports app users have significant differences in demographic characteristics ( $P<0.05$ ). Through correlation analysis, the participation motivation, satisfaction, and loyalty of sports app users are highly correlated ( $P<0.01$ ). Through multiple regression analyses, the participation motivation, satisfaction, and loyalty of sports app users have a significant positive impact ( $P<0.001$ ). The purpose of this study is to provide theoretical references for the related research and decision-making of sports apps.