An Empirical Study on the Influential Factors of User Loyalty in Digital Fitness Community

Abstract

Nowadays, consumption of self-healthy and figure management is developing rapidly. Scholars have studied the impact factors of long-term use of wearable fitness devices. However, a holistic loyalty impact analysis of the applications they are associated with is rarely seen. Based on the individual cognitive model of perception-emotion-intention, seven hypotheses are proposed to verify the relationships among transaction cost, motivation, usability, trust and loyalty. The results show that transaction costs have significant adverse effects on loyalty. Trust has significant positive effect on loyalty, partial mediating effect in transaction costs, and complete mediating effect in motivation and usability on loyalty.