運動App的使用動機與滿意度研究－以臺灣Nike+ Running為例

This study aimed to explore the relationships among demographics, motivation and satisfaction for the Nike+ Running App. The study was done with 280 valid questionnaires completed by Nike+ Running App users in Taiwan. The descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression were applied for data anaysis. The results were as follows: The average age of Nike+ Runing App users was 27, and they lived in northern Taiwan and were college-educated. Most of the learned this App by themselves, used it twice a week and spent less thatn $10,000 NTD for running. In addition, there were significant differences among Nike+ Running App users' demographics and motivation. Also, there was no significant difference among Nike+ Running App users' demographics and satisfaction. There were highly correlated relationship among the motivation and satisfaction, but negative relationship among age and satisfaction. The age, using frequency per week, part facets of motivation were significant indicators for the users' satisfaction. Based on the results of this study, it is suggested that Nike+ Running App should enhance its image of health, information richness, applicability, and increase more multimedia functions for social/entertainment purposes. A new target group of seniors is also important for the aged society.